Selective Consumer Wom Communication and Its Consequences

Consumers often selectively communicate their consumption experiences with others in order to achieve interpersonal goals or meet situational demands; as a consequence of this selective process, their post-communication judgments of the experiences might be realigned with the contents of the communicated messages. A two-step, memory-based experiment demonstrated that subjects primed with a best friend audience communicated more negative product information than those primed with a stranger and they were also more likely to negatively interpret ambiguous information. Post-communication product attitude was reassessed twenty-four hours later and subjects in the best friend group showed significantly decreased product evaluations.


Yu Hu (2009) ,"Selective Consumer Wom Communication and Its Consequences", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 546-547.


Yu Hu, Salem State College, USA


NA - Advances in Consumer Research Volume 36 | 2009

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