This research investigates how consumers’ electronic word-of-mouth (eWOM) about consumption experiences is affected by whether the message is shared simultaneously during the experience or retrospectively, that is, after the experience has occurred. Building on the theories of synchrony, we...

Marketing research surveys often rely on one person to report about the consumption and purchase behavior of other household members. We report the results of an experiment examining how the level of discussion among household members and the wording of a recall question affect the accuracy of...