Information processing from electronic word of mouth: an integrative framework

The authors propose a model of electronic word-of-mouth (eWOM) processing that integrates the conflict monitoring and the self-validation hypotheses. The model brings novel insights into the processing of eWOM by stressing cognitive conflict, a defining characteristic of eWOM. Extant models build on the notion that persuasion is inherent in eWOM and fail to account for what causes elaboration. This paper conceptualises eWOM-section as a gestalt of cues varying in their demand for cognitive resources, and the proposed model accounts for attitude appraisals relative to initial attitude. Also, eWOM literature has largely ignored time, an essential factor in consumer decision making, implicit in the proposed model. The model is contrasted with an earlier integrative model, research propositions are drawn, and conceptual contributions and practical implications are discussed.