Contributors

Word of mouth has become a pivotal factor in what shapes consumers' thoughts and actions. We break down two modes of communication and find that writing does not have the same effect as speaking. This research offers insight as to how and when to use each form of communication in order to maximize agent success.

Through five studies, we explored the impact of using I, we, and you pronouns on purchase behaviors and customer satisfaction in sales and service interactions. What we found challenges conventional wisdom and practice when it comes to talking to customers.

Today, consumers can express their opinions about a product, a property, or almost anything. A few lines written by an anonymous user in a completely different geographic location and time zone can impact success or failure in the marketplace.

Boasting by real estate agents can produce negative and positive reactions from their clients. However, boasting combined with a strategy to develop trust can be advantageous to a real estate agent.