How damaging is negative word of mouth? / by Don Charlett, Ron Garland and Norman Marr

About this item

Title

How damaging is negative word of mouth? / by Don Charlett, Ron Garland and Norman Marr

Content partner

National Library of New Zealand

Collection

Index New Zealand

Description

Seeks evidence of whether word of mouth (WOM) has a significant effect on the attitudes and probability of purchase of potential consumers. Tests the following two hypotheses (1) That both positive and negative WOM will affect consumers' probability of purchase and attitudes towards a product (2) That negative WOM will have a stronger effect than positive WOM on consumers' probability of purchase.

Format

Journal

Date created

May 1995

Creator

Charlett, Don / Garland, Ron / Marr, Norman, (Massey University, Dept of Marketing)

URL

http://natlib.govt.nz/records/20555886

Related subjects

Communication / Purchasing / Consumers / Marketing research

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