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...

Full description

Saved in:
Bibliographic Details
Main Authors: RYU, Gangseog, Feick, Lawrence, Han, Jin K.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2005
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
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Singapore Management University
Language: English
Be the first to leave a comment!
You must be logged in first