Download - Anat Toder–Alon Frederic Brunel
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Rediscovering Word-of-Mouth: An Ethnomethodological Analysis of Word-of-Mouth
Rhetorical Methods in an Online Community
Anat Toder–AlonFrederic Brunel
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WOM - AN EXAMPLAR
Seeks advice
Janine
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Janine:
I have to get a new crib mattress … well I have looked for a new mattress at Walmart and pennies and can not find a hard one! … is this right? are they now saying babies have to sleep on a soft surface or a hard one???
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Janine
Kori
Provides information
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Kori:
I read that when picking a mattress, under 100 coils is not enough support, over 200 coils is overkill, so it's best to get a mattress around 150 coils. I got a Sealy Maxipedic 160 coil i think it was $79 or $89
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Janine
KoriChristiereinforces
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Christie: I have read the same stuff Kori has read about 160 coils being the best thing. Lots of cheaper mattresses only have 80 coils …
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Janine
KoriChristie
Kylee
Seeks information
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Kylee: I haven't heard anything about mattresses or how to pick them, we just bought one yesterday and we just got the cheapest one, … I didn't know that there were specifics for mattress buying, so I hope that it is okay
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Janine
KoriChristie
Kylee
Elaborates
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Kori:
Kylee- there are specifics for buying mattresses, they should be very very firm for two reasons ...
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Janine
KoriChristie
KyleeAccepts information & Seeks advice
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Janine:
thanks ladies, i thought they were supposed to all be firm! … the bassinet mattress is … 3/4 inch thick! i spent over 100 bucks on it and i would think it would be a little thicker, so i am going to look for one of those as well... anyone else have a problem with the bassinet mattress???
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Janine
KoriChristie
Kylee
Elaborates,Seeks advice
Amy
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Amy:
Janine, I have a problem with my bassinette mattress/pad. It is flimsier than a changing pad! … I didn't think of getting a new one, I guess that would be good, but it'd have to fit my bassinette brand exactly, which is Graco. I guess it's worth looking into!
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Janine
KoriChristie
KyleeAmy
Provides recommendation
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Janine:
amy~ mine is the Graco triad and we got it through target, bought it over internet,... i saw one at jcpenny.com and they have a 2 inch one for like 13.00 which is an awesome price, so we will see.... maybe this will help you too!
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Janine
KoriChristie
KyleeAmy
Accepts recommendation
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Amy:
Hey thanks Janine!I will check the JC Penny at the mall. $13.00? That's pretty cheap. So worth it since the one I have I really dislike! Thanks again
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OBSERVATIONS
WOM is basically a conversation
The details of WOM talk ought to be a major object of investigation
There is more to WOM than a few isolated dyadic communication routes
Group processes should play a significant role in WOM communication
The relationships and activities are evolving. They are temporally located and sequentially produced
Dynamic WOM analysis
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REDISCOVERING WOM
Traditional WOM Research
Traditional WOM Research
Participants • Dyad – Source & Seeker• Relationships – Static Analysis
Participants • Dyad – Source & Seeker• Relationships – Static Analysis
Interaction • Communication = Black box• Certain roles
Interaction • Communication = Black box• Certain roles
Outcome • Direct• One dimensional
Outcome • Direct• One dimensional
WOM as Social ActionWOM as Social Action
Participants • Group context• Dynamic analysis
Participants • Group context• Dynamic analysis
Interaction • Talk Analysis• Fluidity of roles
Interaction • Talk Analysis• Fluidity of roles
Outcome • Non-direct• Multidirectional
Outcome • Non-direct• Multidirectional
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RESEARCH GOALS
To explore 2 aspects of a group’s WOM repertoire:
1. TypologyTo demonstrate the existence of different methods of WOM rhetoric
2. DynamicTo explore the conditions of interaction that give rise to different WOM rhetorics
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SETTING THE SCENE
Online communities provide an opportunity to unobtrusively
observe and capture WOM communication BabyCenter.com - a site for new & expectant
parents Birth clubs bulletin boards are organized
according to "due date“ enables to analyze changes and trends within
the community from inception to decline
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Published Content
Members-generated Content
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SETTING THE SCENE
Unit of analysis the verbatim thread transcripts operationalized as a post (seed) with all
replies
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DATA
The complete text of all messages of a one bulletin board - November 2003
9 months period (from March - the period that participants were discovering that they are pregnant and due in November)
12162 threads were reviewed.
1076 threads were archived for further analysis (60.3 MB in HTML files)
WOM conversations (661 threads)
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WOM INITIATION
Components Methods
Seeker’s Self Introduction Categorization as individual or as part of a group
Subject Matter Formulation Full diagnosis, problem only or solution only
Responder’s Entitlement Experience or group membership
Requested Response Framing Paradigmatic versus Narrative
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WOM INITIATION
Components Methods
Seeker’s Self Introduction Categorization as individual or as part of a group
Subject Matter Formulation Full diagnosis, problem only or solution only
Responder’s Entitlement Experience or group membership
Requested Response Framing Paradigmatic versus Narrative
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SELF CATEGORIZATION – EXTENDED GROUPCloth versus disposable diapers
I'm a first time mom and I was wondering the pros and cons of having cloth diapers. In my babybook that I got it says that a newborn usually goes through 80 diapers a week! I'm trying to save money but are cloth diapers worth the hassle?
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SELF CATEGORIZATION – EXTENDED GROUPCloth versus disposable diapers
I'm a first time mom and I was wondering the pros and cons of having cloth diapers. In my babybook that I got it says that a newborn usually goes through 80 diapers a week! I'm trying to save money but are cloth diapers worth the hassle?
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SELF CATEGORIZATION – AN INDIVIDUALMedela Pumps - Mini-electric vs. PIS ((pump in style))
This is a question for those who have pumped before ... I plan to breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day… Since I haven't breastfed or pumped before (since this is baby #1), it is reasonable to think that I'll only need a smaller, less powerful pump (like the Medala Mini-Electric or the Avent Isis), or should I splurge and get the PIS just because it is so much better (even though I won't be using it "full time") …
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SELF CATEGORIZATION – AN INDIVIDUALMedela Pumps - Mini-electric vs. PIS ((pump in style))
This is a question for those who have pumped before ... I plan to breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day. Since I haven't breastfed or pumped before (since this is baby #1), it is reasonable to think that I'll only need a smaller, less powerful pump (like the Medala Mini-Electric or the Avent Isis), or should I splurge and get the PIS just because it is so much better (even though I won't be using it "full time") …
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WOM INITIATION
Components Methods
Seeker’s Self Introduction Categorization as individual or as part of a group
Subject Matter Formulation Full diagnosis, problem only or solution only
Responder’s Entitlement Experience or group membership
Requested Response Framing Paradigmatic versus Narrative
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FORMULATION OF THE SUBJECT MATTER – FULL DIAGNOSISMedela Pumps - Mini-electric vs. PIS This is a question for those who have pumped before ... I plan to
breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day -- I'll be pretty much available to baby whenever he/she needs. I expect that I'll need to pump the occasional bottle so I can leave baby with a sitter or go to a meeting, etc. Since I haven't breastfed or pumped before (since this is baby #1), it is reasonable to think that I'll only need a smaller, less powerful pump (like the Medala Mini-Electric or the Avent Isis), or should I splurge and get the PIS just because it is so much better (even though I won't be using it "full time") And do you think I'll find that I pump more than I anticipate? I will (god willing) have at least one more child after this. Assume I have no one to borrow or purchase a used PIS from (and DH ((dear husband)) is not fond of the e-bay idea …
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FORMULATION OF THE SUBJECT MATTER – FULL DIAGNOSISMedela Pumps - Mini-electric vs. PIS This is a question for those who have pumped before ... I plan to
breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day -- I'll be pretty much available to baby whenever he/she needs. I expect that I'll need to pump the occasional bottle so I can leave baby with a sitter or go to a meeting, etc. Since I haven't breastfed or pumped before (since this is baby #1), it is reasonable to think that I'll only need a smaller, less powerful pump (like the Medala Mini-Electric or the Avent Isis), or should I splurge and get the PIS just because it is so much better (even though I won't be using it "full time") And do you think I'll find that I pump more than I anticipate? I will (god willing) have at least one more child after this. Assume I have no one to borrow or purchase a used PIS from (and DH ((dear husband)) is not fond of the e-bay idea …
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FORMULATION OF THE SUBJECT MATTER – SOLUTION ONLY
best hpt ((home pregnancy test))
I was wondering if you could share some info with me? I wanted to know what is the best hpt to buy. Which is the most sensitive and how many days past ovulation can I test. I suspect that I may be pregnant and I have no patience to wait, Thanks for your help.
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FORMULATION OF THE SUBJECT MATTER – SOLUTION ONLY
best hpt ((home pregnancy test))
I was wondering if you could share some info with me? I wanted to know what is the best hpt to buy. Which is the most sensitive and how many days past ovulation can I test. I suspect that I may be pregnant and I have no patience to wait, Thanks for your help.
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WOM INITIATION
Components Methods
Seeker’s Self Introduction Categorization as individual or as part of a group
Subject Matter Formulation Full diagnosis, problem only or solution only
Responder’s Entitlement Experience or group membership
Requested Response Framing Paradigmatic versus Narrative
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ENTITELMENT - EXPERIENCE
Medela Pumps - Mini-electric vs. PIS
This is a question for those who have pumped before ... I plan to breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day -- I'll be pretty much available to baby whenever he/she needs…
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ENTITELMENT - EXPERIENCE
Medela Pumps - Mini-electric vs. PIS
This is a question for those who have pumped before ... I plan to breastfeed, and I want to continue to do so for as long as possible. I will be working from home, so I won't be needing to pump away from home all day -- I'll be pretty much available to baby whenever he/she needs…
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ENTITELMENT – MEMBERSHIP IN AN EXTENDED GROUPBest diapers For those experienced moms out there, what do you
think is the best brand of disposable diapers? There are so many out there I wouldn't know which to choose
Furniture question For all you "veterans", I'm wondering about nursery
furniture. We can afford to buy the really expensive, heavy duty, solid wood etc. stuff, which I originally thought to get. However, that was in the beginning, when it was going to be "nothing but the best" for baby. Now, I'm back to being my practical, hate to waste money self, and want to just get what is necessary …
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ENTITELMENT – MEMBERSHIP IN AN EXTENDED GROUPBest diapers For those experienced moms out there, what do you
think is the best brand of disposable diapers? There are so many out there I wouldn't know which to choose
Furniture question For all you "veterans", I'm wondering about nursery
furniture. We can afford to buy the really expensive, heavy duty, solid wood etc. stuff, which I originally thought to get. However, that was in the beginning, when it was going to be "nothing but the best" for baby. Now, I'm back to being my practical, hate to waste money self, and want to just get what is necessary …
![Page 45: Anat Toder–Alon Frederic Brunel](https://reader034.vdocument.in/reader034/viewer/2022051316/56813caf550346895da65c66/html5/thumbnails/45.jpg)
WOM INITIATION
Components Methods
Seeker’s Self Introduction Categorization as individual or as part of a group
Subject Matter Formulation Full diagnosis, problem only or solution only
Responder’s Entitlement Experience or group membership
Requested Response Framing Paradigmatic versus Narrative
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THE REQUESTED RESPONSE - PARADIGMATIC Formal tools of validation, analytical,
functional, general, non-personal, context independent
Examples:
Product characteristics, comparison between alternative brands based on objective attributes
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THE REQUESTED RESPONSE - PARADIGMATICCloth versus disposable diapers
I'm a first time mom and I was wondering the pros and cons of having cloth diapers. In my babybook that I got it says that a newborn usually goes through 80 diapers a week! I'm trying to save money but are cloth diapers worth the hassle?
![Page 48: Anat Toder–Alon Frederic Brunel](https://reader034.vdocument.in/reader034/viewer/2022051316/56813caf550346895da65c66/html5/thumbnails/48.jpg)
THE REQUESTED RESPONSE - PARADIGMATICCloth versus disposable diapers
I'm a first time mom and I was wondering the pros and cons of having cloth diapers. In my babybook that I got it says that a newborn usually goes through 80 diapers a week! I'm trying to save money but are cloth diapers worth the hassle?
![Page 49: Anat Toder–Alon Frederic Brunel](https://reader034.vdocument.in/reader034/viewer/2022051316/56813caf550346895da65c66/html5/thumbnails/49.jpg)
THE REQUESTED RESPONSE - NARRATIVE Specific, personal, context-dependent
Examples:
Anecdotal descriptions of particular incidents, utilizing narrative tools, drama, human intentions and actions
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THE REQUESTED RESPONSE - NARRATIVETwo cribs or a big kid bed
I'm interested to see what other people facing the 2-under-2 situation are doing about this. My ds ((dear son)) will be about 17 months when the new baby arrives, which is early for a big boy bed - but he's already the size of an 18-month-old … I've thought about just having the new baby sleep in the pack-n-play (slightly bigger than our bassinet) for a while … What are other people with small children doing about this, or what did you do if you've already been in the situation? I go back and forth on it just about every day!
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THE REQUESTED RESPONSE - NARRATIVETwo cribs or a big kid bed
I'm interested to see what other people facing the 2-under-2 situation are doing about this. My ds ((dear son)) will be about 17 months when the new baby arrives, which is early for a big boy bed - but he's already the size of an 18-month-old … I've thought about just having the new baby sleep in the pack-n-play (slightly bigger than our bassinet) for a while … What are other people with small children doing about this, or what did you do if you've already been in the situation? I go back and forth on it just about every day!
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WOM INITIATION - CONCLUSION The sense of WOM initiation is accomplished
through participants’ meaningful selection of categories
Assumption: the methods initiators choose to formulate the WOM initiation make relevant for different WOM responses
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WOM RESPONSE
Components Methods
Foundation of Authority Formal sources / experience
Behavior / Intention to behave
Advice Form Paradigmatic versus Narrative
Advice Rhetoric Object versus Person-oriented
Self versus Other-referential
Advice Upshot Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
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WOM RESPONSE
Components Methods
Foundation of Authority Formal sources / experience
Behavior / Intention to behave
Advice Form Paradigmatic versus Narrative
Advice Rhetoric Object versus Person-oriented
Self versus Other-referential
Advice Upshot Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
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FOUNDATION OF AUTHORITY – FORMAL SOURCESDummies – pacifiers
I am not trying to have a debate either, but our pediatrician told us with ds ((dear son)) that it is better for their teeth than sucking thumb …and it shouldn't cause problems with buck teeth…
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FOUNDATION OF AUTHORITY – FORMAL SOURCESDummies – pacifiers
I am not trying to have a debate either, but our pediatrician told us with ds ((dear son)) that it is better for their teeth than sucking thumb …and it shouldn't cause problems with buck teeth…
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FOUNDATION OF AUTHORITY - EXPERIENCEStrollers and car seats
We bought the Evenflo Travel System. I would NEVER recommend it to anyone! The car seat is great, it is the stroller that is terrible … one day I was pushing the stroller with dd ((dear daughter)) in it, and the WHEEL fell off! Talk about a big safety issue…
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FOUNDATION OF AUTHORITY - EXPERIENCEStrollers and car seats
We bought the Evenflo Travel System. I would NEVER recommend it to anyone! The car seat is great, it is the stroller that is terrible … one day I was pushing the stroller with dd ((dear daughter)) in it, and the WHEEL fell off! Talk about a big safety issue…
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FOUNDATION OF AUTHORITY – MULTIPLE METHODSWhere I can get a sling tonight
For this pg ((pregnancy)) I have purchased an Over The Shoulder Baby Holder sling, upon recommendation of my neighbor who is a very experienced mom and a breastfeeding machine. I also did a lot of internet research, and decided this would fit my needs best. I have already received it, although I am still waiting for Baby #2 to make his debut. Already I can tell that my newborn won't get lost in it like my older son did with the Nojo…
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WOM RESPONSE
Components Methods
Foundation of Authority Formal sources / experience
Behavior / Intention to behave
Advice Form Paradigmatic versus Narrative
Advice Rhetoric Object versus Person-oriented
Self versus Other-referential
Advice Upshot Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
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FORM OF WOM ADVICE - PARADIGMATICDiapers – what kind are you using?
I have been using cloth diapers for about 18mos now with my first son … For me the reasons are as follows (in order of priority): 1. Minimizing contact with toxic chemicals …2. Environment. Human waste should be treated and not added to landfills …3. Other health reasons. …4. Easier clean up. …5. Cost. …6. Cute…
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FORM OF WOM ADVICE - PARADIGMATICDiapers – what kind are you using?
I have been using cloth diapers for about 18mos now with my first son … For me the reasons are as follows (in order of priority): 1. Minimizing contact with toxic chemicals …2. Environment. Human waste should be treated and not added to landfills …3. Other health reasons. …4. Easier clean up. …5. Cost. …6. Cute…
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FORM OF WOM ADVICE - NARRATIVEDummies / pacifiers
My ds ((dear son)) is 2 1/2 and he still uses his "binkie" ((pacifier)) … it drives my dh (dear husband) crazy that he uses it so much but it really doesn't bother me … They gave us one in the hospital they provided it and he took to it right away, … both of my nephews had them till they were at least 3 or older and then the "plug fairy" came and exchanged them for toys … I sucked one when I was little and when my parents took it away I started sucking my thumb … and my teeth stick out a bit, I am waiting until after the baby and going to get checked for braces cause they bother me so bad, so in my opinion, not debate I would rather them suck a pacifier than their thumb or finger.
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WOM RESPONSE
Components Methods
Foundation of Authority Formal sources / experience
Behavior / Intention to behave
Advice Form Paradigmatic versus Narrative
Advice Rhetoric Object versus Person-oriented
Self versus Other-referential
Advice Upshot Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
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ADVICE RHETORIC
Definition - the ‘launch pad’ (justifications or
refutations) from which the claims or arguments
are originating
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ADVICE RHETORIC – OBJECT ORIENTEDBreast pumps
I have both an Avent Isis and the Medela Pump in Style.Avent Isis: For a manual pump, very easy to use. Way too many parts to wash and I had a hard time keeping track of the little pieces sometimes. Priced right … Quiet totally portable … Pump in style. Bigger, more expensive. Needs outlet or battery. Easy to use, … Double pumping is possible. Fewer parts to wash… Perfect for going back to work. … Takes about 15 min to do both sides, I got about 10-11 oz total. Good customer service.So see what your needs are. Try the Avent first, but if you find it isn't working as well as you hoped. you may need to go up to a double electric
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ADVICE RHETORIC – OBJECT ORIENTEDBreast pumps
I have both an Avent Isis and the Medela Pump in Style.Avent Isis: For a manual pump, very easy to use. Way too many parts to wash and I had a hard time keeping track of the little pieces sometimes. Priced right … Quiet totally portable … Pump in style. Bigger, more expensive. Needs outlet or battery. Easy to use, … Double pumping is possible. Fewer parts to wash… Perfect for going back to work. … Takes about 15 min to do both sides, I got about 10-11 oz total. Good customer service.So see what your needs are. Try the Avent first, but if you find it isn't working as well as you hoped. you may need to go up to a double electric
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ADVICE RHETORIC – PERSON ORIENTED
Vroooom
My hubby and I are a bit eccentric (tattoos, lost track of the body piercings) and I would never think of myself as the mini-van type but that is what we have to have now. I love the way SUV's look and feel but they drink up the gas. … I am planning to buy a Dodge Caravan. They get great gas mileage and have a good safety rating. … My hubby worked as a car salesman for a long time so he said we would stay away from SUV's unless money suddenly started growing on trees
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ADVICE RHETORIC – PERSON ORIENTED
Vroooom
My hubby and I are a bit eccentric (tattoos, lost track of the body piercings) and I would never think of myself as the mini-van type but that is what we have to have now. I love the way SUV's look and feel but they drink up the gas. … I am planning to buy a Dodge Caravan. They get great gas mileage and have a good safety rating. … My hubby worked as a car salesman for a long time so he said we would stay away from SUV's unless money suddenly started growing on trees
COUNTER-DISPOSITIONAL CONSTRUCTION
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ADVICE RHETORIC – SELF REFERENTIALDouble stroller question
When dd ((dear daughter)) was born I went on the "oh, ds ((dear son)) won't sit in it anyway, so why bother" theory and within 2 months I was begging for a double! We still use ours on an almost daily basis and it is by far the best investment I made for my kids! … I don't know how I'd get by without a double stroller with my two, and certainly not with 3!
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ADVICE RHETORIC – SELF REFERENTIALDouble stroller question
When dd ((dear daughter)) was born I went on the "oh, ds ((dear son)) won't sit in it anyway, so why bother" theory and within 2 months I was begging for a double! We still use ours on an almost daily basis and it is by far the best investment I made for my kids! … I don't know how I'd get by without a double stroller with my two, and certainly not with 3!
COUNTER (SELF)
EXPERIENCE
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ADVICE RHETORIC – OTHER REFERENTIALProblems with daughter
I don't have any first-hand experience with 10-year old girls, but I do think counseling is an excellent idea. It sounds like something is bothering your dd (dear daughter) … I do remember you saying that you went for counseling, but it was too expensive and stopped. Maybe you can fight to get some coverage through your insurance company. If not, free counseling from your church or her school (as someone else already mentioned) might help …
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ADVICE RHETORIC – OTHER REFERENTIALProblems with daughter
I don't have any first-hand experience with 10-year old girls, but I do think counseling is an excellent idea. It sounds like something is bothering your dd (dear daughter) … I do remember you saying that you went for counseling, but it was too expensive and stopped. Maybe you can fight to get some coverage through your insurance company. If not, free counseling from your church or her school (as someone else already mentioned) might help …
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WOM RESPONSE
Components Methods
Foundation of Authority Formal sources / experience
Behavior / Intention to behave
Advice Form Paradigmatic versus Narrative
Advice Rhetoric Object versus Person-oriented
Self versus Other-referential
Advice Upshot Information, recommendation,
Warning, Instructions,
Evaluation, Avoidance
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ADVICE UPSHOT
InformationLilyPads
I'm a day late and a dollar short on this, as usual. But I DO have info on coping with overactive letdown, for those of you that have to deal with it:An overactive letdown may make feeding more difficult for your baby, but it won't harm him ((…)) LLL ((lalecheleague)) lists these as common side effects of an Overactive Let-Down:Mother may experience: * Strong or even painful sensation when milk ejects ((…)) Baby may exhibit: * Fussiness and/or gassiness ((…)) Try the following: Nurse on only one breast per feeding ((…))Overactive Let-Down: Consequences and Treatmentshttp://www.lalecheleague.org/NB/LVSepOct95p71NB.html
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ADVICE UPSHOT
WarningMedela pump – Mini Electric vs. PIS
Please, please, please, please avoid the Gerber/Playtex/Evenflo pumps…not only are they ineffective (which can really jeopardize your milk supply), but I have also heard of women actually getting tissue damage from using the darned things! Yikes!
InstructionsWhere I can get a sling tonight
Just a word of caution *Try it before you buy it*. I bought the Nojo Dr Sears sling for Sam, he hated it until he was old enough to sit up. By that time, I hated it, because it dug into my shoulders. You should be able to find that one at toysrus or babiesrus, possibly target also. I am taking my baby with me when I go to get my baby bjorn …
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WOM ADVICE - CONCLUSION
The invoked device categories provide for reading the WOM response in different ways due to particular category selection and arrangement of items
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NEXT STEPS
1. WOM Interaction
2. Community Level of Analysis
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NEXT STEPS
1. WOM Interaction Do different methods of WOM initiations
provide possibilities for different methods of WOM responses?
2. Community Level of Analysis
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NEXT STEPS
1. WOM Interaction2. Community Level of Analysis
Do WOM acts or WOM episodes (the micro-discursive levels) somehow add up to a community WOM genre repertoire? And If so how?
How do the macro-levels (e.g., intra-community relationships, community life-span) contextualize the micro-levels?
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THANK YOU!
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CRITICS of PAST WOM RESEARCH
1. WOM talk as a black box(Godes & Mayzlin, 2002, Dobele & Ward, 2002)
2. Individualistic paradigm / dyadic context (Brown & Reingen, 1987; Bristor, 1990; Bansal &
Voyer, 2000; Gilly, et al 1998)
3. WOM episode analyzed as a static, instantaneous and ephemeral event (Buttle, 1998)
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FOUNDATIONS OF WOM
Traditional WOM Research
Traditional WOM Research
Participants
Source characteristics• Opinion leaders• Market mavens• Expertise• Knowledge
Seeker characteristics • Level of experience
Participants Relationships• Homophily• Tie strength
Participants
Source characteristics• Opinion leaders• Market mavens• Expertise• Knowledge
Seeker characteristics • Level of experience
Participants Relationships• Homophily• Tie strength
Interaction
Motives for WOM• Risk• Price• Involvement• Self-enhancement• Concern for others• Levels of satisfaction
Content of WOM • Positive/Negative
Roles• Static• One seeker, one source
Interaction
Motives for WOM• Risk• Price• Involvement• Self-enhancement• Concern for others• Levels of satisfaction
Content of WOM • Positive/Negative
Roles• Static• One seeker, one source
Outcome
Outcome =
f (source characteristics, participants relationships, WOM valence, passive/active receiver role enactment, type of decision ….)
Outcome
Outcome =
f (source characteristics, participants relationships, WOM valence, passive/active receiver role enactment, type of decision ….)
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ETHNOMETHODOLOGY
Talk as it is actually used in social interaction in its concrete details
Texts of naturally occurring WOM analyzed for what the participants orient to in producing its orderliness(Garfinkel, 1996; Sacks, 1972; Psathas, 1995; Hester & Eglin, 1997)
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ADVICE SCHEMA
2 advice schema typology pairings:
1. Object-oriented versus Person-oriented
2. Self (i.e., provider) referential versus Other (i.e., seeker) referential