Source Perceptions and the Persuasiveness of Internet Word-Of-Mouth Communication

Ann E. Schlosser, University of Washington Business School
EXTENDED ABSTRACT - Word-of-mouth (WOM) communication is a powerful force in shaping consumers’ attitudes (Brown and Reingen 1987). With the rise of the Internet, it is increasingly common for individuals to read about the product experiences of consumers who are unknown to them. The purpose of this research is to examine how individuals use the content of consumers’ product reviews to make inferences about themCsuch as whether they are telling the truthCand from this the degree to which they are persuaded by the review.
[ to cite ]:
Ann E. Schlosser (2005) ,"Source Perceptions and the Persuasiveness of Internet Word-Of-Mouth Communication", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 202-203.