Hopelessly Devoted? Word-Of-Mouth and Diagnosticity in a Stable Preference Context

Martin Pyle, Queen's University, Canada
Peter Dacin, Queen's University, Canada
Ethan Pancer, Queen's University, Canada
Word-of-mouth is persuasive, but is this social influence enough to convince someone to switch from a favorite brand? Using two studies, we find that it can persuade people to consider changing brands when it is highly diagnostic and activates the listener’s accuracy goals.
[ to cite ]:
Martin Pyle, Peter Dacin, and Ethan Pancer (2011) ,"Hopelessly Devoted? Word-Of-Mouth and Diagnosticity in a Stable Preference Context", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.