Details

Autor(en) / Beteiligte

• Herr, Paul M.
• Kardes, Frank R.
• Kim, John

Titel

Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective

Ist Teil von

• The Journal of consumer research, 1991-03, Vol.17 (4), p.454-462

Ort / Verlag

Oxford: University of Chicago Press

Erscheinungsjahr

1991

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• The effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations were investigated. A face-to-face WOM communication was more persuasive than a printed format (experiment 1). Although a strong WOM effect was found, this effect was reduced or eliminated when a prior impression of the target brand was available from memory or when extremely negative attribute information was presented (experiment 2). The results suggest that diverse, seemingly unrelated judgmental phenomena-such as the vividness effect, the perseverance effect, and the negativity effect-can be explained through the accessibility-diagnosticity model.