WOM is the consequence of consumer judgments associated with product experiences, both direct and indirect. We explore the effect of the experience level, i.e., whether the consumer’s interaction with the product is direct or indirect, and the judgment valence on WOM. Results show that when the experience is direct consumers are more willing to spread WOM for positive judgments, whereas when the experience is indirect consumers are more willing to spread WOM for negative judgments. Product involvement moderates this effect. Highly involved consumers are more willing than lowly involved consumers to engage in WOM for negative judgements and direct experiences.
Did it hasppen to whom? New insight into the relative efect of positive and negative product judgment on WOM
COSTABILE, MICHELE
2010
Abstract
WOM is the consequence of consumer judgments associated with product experiences, both direct and indirect. We explore the effect of the experience level, i.e., whether the consumer’s interaction with the product is direct or indirect, and the judgment valence on WOM. Results show that when the experience is direct consumers are more willing to spread WOM for positive judgments, whereas when the experience is indirect consumers are more willing to spread WOM for negative judgments. Product involvement moderates this effect. Highly involved consumers are more willing than lowly involved consumers to engage in WOM for negative judgements and direct experiences.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.