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.
2010
9788792569011
39th EMAC Conference: The Six Senses – The Essentials of Marketing
A. M., Peluso; M., De Angelis; Costabile, Michele
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/3731602
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