Word of mouth (WOM) is one of the most important tools for brand success. This study aimed to investigate the effect of behavioral inhibition/activation and neuroticism on creating positive and negative word of mouth advertisements (among women consuming household products in Ardabil city, Iran). In this research, 500 questionnaires were distributed among consumers through the convenience sampling method and 457 questionnaires were used. To test the research hypotheses, the structural equation model, especially the path analysis technique, was used. For this purpose, SPSS Amos software was used. The findings of the study showed that behavioral inhibition had a significant relationship with positive and negative word of mouth advertising; on the other hand, the relationship between behavioral activation and word of mouth advertising was confirmed, but according to the results of the hypothesis test, the relationship between behavioral activation and word of mouth advertising was rejected. Also, the results confirmed the effect of neuroticism on the development of positive and negative word of mouth advertising.
