The Effects of Locus of Control on Word-of-Mouth Communication

Word-of-mouth can be a powerful tool for and against marketing a brand. Theeffect of personality can have a significant effect on an individual’s word-of-mouth behaviour.One of the most popular personality constructs is the locus of control. This research studied theinfluence of the locus of control on consumer word-of-mouth communications. The results showedthat individuals who scored high on their internal locus of control were more likely to engage inword-of-mouth communication with their out-groups. In addition, individuals who scored high ontheir external locus of control were more likely to engage in word-of-mouth communication withtheir in-group. Out-groups are defined as people with a weaker ties relationship, while in-groupsare defined as people with a stronger ties relationship (i.e. close friends and family). Thesefindings would help marketers in directing their promotional programmes more effectively.