Putting The Customer Second: Pronouns In Customer Firm Interactions
Recent work has demonstrated the importance of specific word use in influencing consumer behavior. This emerging body of work has examined the impact of language use on consumer senders and receivers Read More »
How Language Signals Persuasion: Concrete And Abstract Language In Product Referrals From Consumers
Nowadays it’s becoming more difficult to detect if a product review or referral is made by another customer (without self-interest in advertising a product), or by someone with a commercial Read More »
Wii Will Rock You! The Role Of Figurative Language In Word Of Mouth
Research in advertising has studied the persuasive effect of figurative language. Figurative language is the use of words and expressions to convey an additional connotation beyond that of their Read More »
A Negation Bias In Word Of Mouth: How Negations Reveal And Maintain Expectancies About Brands And
Consumers like to talk about their product experiences with others. This word of mouth (WOM) can have a strong impact on product evaluations and sales (e.g., Chevalier & Mayzlin 2006), both Read More »
Author: Peeter W.J. Verlegh, Camiel Beukeboom, Christian Burger
Contributor: eb™ Research Team
You Gotta Try It! The Negative Side Of Positive Word Of Mouth
Word of mouth (WOM) is a fundamental process in the marketplace (Katz and Lazarsfeld 1955). Positive WOM can increase consumer attitudes (Bone 1995), switching behavior (Wangenheim and Bayon 2004), Read More »
