Thinking about service encounters boosts talking about them: An examination of antecedents to word-of-mouth in a service encounter context

This paper aims to examine the impact of thinking about an event as an antecedent to subsequent talk about this event with others (i.e. word-of-mouth). Thinking has been a neglected variable in word-of-mouth research, despite the fact that several conceptual arguments indicate that thinking is likely to enhance talking. Here, the thinking–talking association is examined in the context of service encounters.