Persuasive Influence of Online Word of Mouth and Professional Reviews
Effects of online word of mouth (WOM) and professional reviews on consumer product evaluations were tested in four experiments, in which subjects are exposed to information posted on a simulated movie website. We find that infrequent consumers of a category are more influenced by WOM than are frequent consumers. This effect is not moderated by whether the online comments are experience-based or purely speculative. In the presence of both WOM and professional reviews, frequent consumers of a category are more influenced by professional reviews but less influenced by WOM than are infrequent consumers.
Anindita Chakravarty, Yong Liu, and Tridib Mazumdar (2009) ,"Persuasive Influence of Online Word of Mouth and Professional Reviews", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 124-125.
Anindita Chakravarty, Pennsylvania State University, USA
Yong Liu, University of Arizona, USA
Tridib Mazumdar, Syracuse University, USA
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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