Berger Jonah
Marketing Department, The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania, USA; email:
Annu Rev Psychol. 2025 Jan;76(1):559-581. doi: 10.1146/annurev-psych-013024-031524. Epub 2024 Dec 3.
Interpersonal communication is an integral part of everyday life. People are constantly sharing thoughts, opinions, and information with others, both online and offline. Further, such social sharing has important implications for what people think, buy, and do. However, while it is clear that interpersonal communication is both frequent and important, research is only starting to understand what people share and why. This article reviews the literature on interpersonal communication and word of mouth, focusing on the drivers of social transmission and the implications for individuals and society at large. It discusses how factors like audiences, modalities (e.g., speaking or writing), channels (e.g., email or text), and devices (e.g., phone or PC) moderate what gets shared, and it outlines areas that deserve further attention. Such areas include the diffusion of false information, conversations and conversational dynamics, and how automated textual analysis can be used to shed light on a range of interesting questions.
人际沟通是日常生活中不可或缺的一部分。人们不断地在网上和线下与他人分享想法、观点和信息。此外，这种社交分享对人们的所思、所购和所为有着重要影响。然而，尽管人际沟通频繁且重要这一点很明确，但研究才刚刚开始了解人们分享什么以及为何分享。本文回顾了关于人际沟通和口碑的文献，重点关注社会传播的驱动因素以及对个人和整个社会的影响。它讨论了诸如受众、方式（如说话或写作）、渠道（如电子邮件或短信）和设备（如电话或个人电脑）等因素如何调节所分享的内容，并概述了值得进一步关注的领域。这些领域包括虚假信息的传播、对话及对话动态，以及如何利用自动化文本分析来阐明一系列有趣的问题。
