Hopelessly Devoted? Word-Of-Mouth and Diagnosticity in a Stable Preference Context

Word-of-mouth is persuasive, but is this social influence enough to convince someone to switch from a favorite brand? Using two studies, we find that it can persuade people to consider changing brands when it is highly diagnostic and activates the listener’s accuracy goals.


Martin Pyle, Peter Dacin, and Ethan Pancer (2011) ,"Hopelessly Devoted? Word-Of-Mouth and Diagnosticity in a Stable Preference Context", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Martin Pyle, Queen's University, Canada
Peter Dacin, Queen's University, Canada
Ethan Pancer, Queen's University, Canada


NA - Advances in Consumer Research Volume 38 | 2011

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