Need to evaluate as a predictor of creating and seeking online word of mouth

Recent research has identified two aspects of the need to evaluate (NE) that are focused on interpersonal contexts: NE-expressing and NE-learning. Given that online word of mouth (WOM) is inherently interpersonal, we explore whether these two scales can predict consumers’ likelihood of creating and seeking online WOM. We find that high NE-expressing does not always lead to a greater likelihood of sharing WOM. Although it does so for familiar products, for novel products, a basic level of knowledge must precede consumers’ willingness to engage in WOM, such that consumers are most likely to write reviews when high on both scales. We also show that consumers with high NE-learning are more likely to seek recommendations in anonymous online forums. However, on identity-linked platforms, consumers higher in NE-expressing are more motivated to seek recommendations even when NE-learning is relatively low because identity-linkage makes even a request for information an opportunity for self-expression. These results have important implications for marketers who wish to understand the psychological drivers of online WOM.