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
Burnishing Prosocial Image to Self vs. Others
Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA
Featured
G5. The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry
Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, USA
Featured
Ineffective Altruism: Giving Less When Donations Do More
Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA