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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.