Selective Consumer Wom Communication and Its Consequences

Yu Hu, Salem State College, USA
Consumers often selectively communicate their consumption experiences with others in order to achieve interpersonal goals or meet situational demands; as a consequence of this selective process, their post-communication judgments of the experiences might be realigned with the contents of the communicated messages. A two-step, memory-based experiment demonstrated that subjects primed with a best friend audience communicated more negative product information than those primed with a stranger and they were also more likely to negatively interpret ambiguous information. Post-communication product attitude was reassessed twenty-four hours later and subjects in the best friend group showed significantly decreased product evaluations.
[ to cite ]:
Yu Hu (2009) ,"Selective Consumer Wom Communication and Its Consequences", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 546-547.