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

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  • 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.

Suggested Citation

  • Herr, Paul M & Kardes, Frank R & Kim, John, 1991. "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 454-462, March.
    • Handle: RePEc:oup:jconrs:v:17:y:1991:i:4:p:454-62
    DOI: 10.1086/208570
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