An Investigation on How Word-Of-Mouth Valence and Product Tangibility Affect Product Attitude
This paper examines how positive and negative word-of-mouth may induce different levels of product attitude change across tangible and intangible products. An experiment was conducted in which subjects’ product attitude towards a watch (tangible) and hair services in a salon (intangible) was measured before and after exposure to positive or negative word-of-mouth. The major findings are: first, negative word-of-mouth led to a greater attitude change than positive word-of-mouth, and second, the attitude change was marginally greater towards an intangible versus a tangible product.
Citation:
Cindy M.Y. Chung, Jianshun Liang, Hon Wui Teo, and Yixiu Yao (2007) ,"An Investigation on How Word-Of-Mouth Valence and Product Tangibility Affect Product Attitude", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 297-298.
Authors
Cindy M.Y. Chung, Nanyang Technological University, Singapore
Jianshun Liang, Nanyang Technological University, Singapore
Hon Wui Teo, Nanyang Technological University, Singapore
Yixiu Yao, Nanyang Technological University, Singapore
Volume
E - European Advances in Consumer Research Volume 8 | 2007
Share Proceeding
Featured papers
See MoreFeatured
K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements
Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen
Featured
Snack Portion Size Choice, Expectations and Actual Experiences in Children: The Interplay of Healthiness, Hunger, and Sensory Food Imagery
Pierre Chandon, INSEAD, France
Celia Hachefa, System U
Yann Cornil, University of British Columbia, Canada
Sophie Nicklaus, Université Bourgogne Franche-Comté
Camille Schwartz, Université Bourgogne Franche-Comté
Christine Lange, Université Bourgogne Franche-Comté
Featured
Yes, I can or "No, I can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations
Sudipta Mandal, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore