Word-Of-Mouth and Consumer Choice Behavior: More on Message and Dispatcher Effects

We examine how Word-of-Mouth (WOM) affects consumers’ choice between brands in a study containing two scenario experiments. WOM has a significant impact on choice outcome in a situation where consumers prefer one brand but WOM communication recommends another. We then introduce an expert/novice distinction on the WOM dispatcher along with a varying degree of diagnosticity of the WOM message. The results show that both expertise and diagnosticity influence the effect of WOM recommendations. Most interesting is that diagnostic information from a novice is more effective than non-diagnostic information from an expert, leading us to conclude that the type of information provided is more influential than who is giving it.


Håvard Hansen and Sangeeta Singh (2009) ,"Word-Of-Mouth and Consumer Choice Behavior: More on Message and Dispatcher Effects", 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: 171-174.


Håvard Hansen, University of Stavanger, Norway
Sangeeta Singh, BI Norwegian School of Management, Norway


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

Share Proceeding

Featured papers

See More


Less Time, More Procrastination? The Impact of Time Pressure on Task Initiation

Jing Jiang, Renmin University of China
Alisa Yinghao Wu, Columbia University, USA

Read More


N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions

Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA

Read More


Assemblages of Denim: Transforming from Mundane to Remarkable Consumption Object

Eminegül Karababa, Middle East Technical University
Mahmut Sami Islek, Eskisehir Osmangazi University
Ufuk Ay, KTO Karatay University

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.