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This research provides a novel theoretical framework to explain the missing mechanism behind one of the strongest predictors for engaging in word of mouth (WOM): the consumer's psychological arousal (i.e., greater arousal leads to greater WOM; e.g., Berger, 2011). Across six studies (N = 1,309), we provide evidence for a motivational theory of the arousal–WOM relationship, highlighting the importance of the WOM's valence (positive vs. negative) as well as the consumer's salient type of arousal (energetic vs. tense; Thayer, 1989). In doing so, we demonstrate that consumers use WOM as an arousal management strategy: They are motivated to engage in positive WOM to maintain or increase their energetic arousal and to engage in negative WOM to reduce or eliminate their tense arousal. These findings also demonstrate the importance of the WOM recipient's response for the WOM source to achieve his/her …