Word-of Mouth Transmission in Settings with Multiple Opinions: The Impact of Other Opinions on Wom Intention and Strength
In two experiments we examine word-of-mouth (WOM) in multiple opinion settings. In Study 1, we find that (generally) the presence of congruent other opinions tended to increase the likelihood and strength of WOM compared to a situation when there was no other opinion. In addition, incongruent other...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2005
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2904 https://ink.library.smu.edu.sg/context/lkcsb_research/article/3903/viewcontent/jsrwomgroups0830.pdf |
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| Institution: | Singapore Management University |
| Language: | English |