When the Crowd Is Divided: Perceptions of Dispersion in Word-Of-Mouth

Stephen He, Georgia Institute of Technology, USA
Samuel Bond, Georgia Institute of Technology, USA
The principle of risk aversion suggests that consumers will prefer products with consistent word-of-mouth. We present a more nuanced perspective in which the influence of WOM dispersion is moderated by the way in which that dispersion is attributed. A series of experiments is presented to support our hypotheses.
[ to cite ]:
Stephen He and Samuel Bond (2012) ,"When the Crowd Is Divided: Perceptions of Dispersion in Word-Of-Mouth", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1033-1034.