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.


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.


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


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More


The Impostor Syndrome from Luxury Consumption

Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA

Read More


Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures

Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.