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

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Author Info
Herr, Paul M
Kardes, Frank R
Kim, John
Abstract

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. Copyright 1991 by the University of Chicago.

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Publisher Info
Article provided by University of Chicago Press in its journal Journal of Consumer Research.

Volume (Year): 17 (1991)
Issue (Month): 4 (March)
Pages: 454-62
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Handle: RePEc:ucp:jconrs:v:17:y:1991:i:4:p:454-62

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  3. Andrew Gershoff & Ashesh Mukherjee & Anirban Mukhopadhyay, 2006. "“I love it” or “I hate it”? The positivity effect in stated preferences for agent evaluation," Marketing Letters, Springer, vol. 17(2), pages 103-117, April. [Downloadable!] (restricted)
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