Consumers telling consumption stories: Word-of-mouth and retrospective evaluations

During conversations, people generally comply with norms such as keeping the story interesting for the listener. If word-of-mouth about a previous consumption experience is communicated in a conversational format, then adherence to conversational norms could result in changes to the retrospective evaluation of the event. The research presented here investigates whether an alteration occurs, the possible consequences of an alteration to the retrospective evaluation, and the mechanisms behind a change. A peak-trough moment approach to constructing retrospective evaluations is compared with an average moment (or overall attitude) change. The peak is the most intensely positive moment in a positive experience and the trough is the most intensely negative moment in a positive experience. The results show that post-conversational retrospective evaluations are amplified and that the change in the intensity of the trough that has an important role to play in explaining the changes in the retrospective evaluation of the consumption event.