I am starting to hear more consistently that those who make word of mouth recommendations are far more likely to be optimistic people. According to Forrester’s 2006 NACTAS Benchmark study, 60% of the population share recommendations. Of that group of talkers, 90% “always tried to make the best of every situation” compared to 50% of the non-talkers.
Moving into armchair psychologist role, why do you think this is true?
- Do you think this is all linked by altruism that motivates most recommendations? Are those who are concerned with the welfare of others instead of being wrapped up in themselves more likely to be positive?
- Is this about status? Are those who are trusted enough to be looked to for their recommendations likely to enjoy more social status, which might also make them happier?
- Is the underlying factor simply the number of societal connections? (More friends = more WOMM opportunities & more optimism?)
From life experience, I certainly believe that optimism and likelihood to recommend are linked, but I haven’t seen anything on the underlying reason for that phenomenon. I’d love to read your thoughts (or links to other articles on this) in the comments.
Maybe a test for participants in future WOMM outreaches will be weighing in on this glass being half empty or half full….