The Effect of Advertising on Word-Of-Mouth

Sarit Moldovan , Technion, Israel
Donald Lehmann, Columbia University, USA
This paper explores how different ad attributes generate word-of-mouth communication (WOM) about the ad and the advertised product, and how this WOM later affects purchase intent. We use a set of three studies to show that different ad characteristics (such as creative or informative ads) lead to different reactions to the ad, including WOM about the advertised product, WOM about the ad, and purchase intent. We next show that WOM about the ad leads to purchase intent by changing ad perceptions. Understanding how the ad can generate WOM may lead to a better understanding of the ultimate effectiveness of the ad.
[ to cite ]:
Sarit Moldovan and Donald Lehmann (2010) ,"The Effect of Advertising on Word-Of-Mouth", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 118-121 .