Experimental study on the word-of-mouth on embarrassment-inducing product.

• Main Authors: Chin, Siew Teng., Koh, Mandy Geok Eng., Kwok, Lye Ching.
• Other Authors: Chung, Cindy Mann Yien
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/8840
• Institution: Nanyang Technological University

In our study, we look at three factors, namely product experience, self-image and anonymity, which may increase word-of-mouth, holding the assumption that the level of embarrassment is reduced. The main objective of this study is to identify factors that can increase word-of-mouth on undergarments.