Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective

Paul M Herr, Frank R Kardes and John Kim

Journal of Consumer Research, 1991, vol. 17, issue 4, 454-62

Abstract: The effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations were investigated. A face-to-face WOM communication was more persuasive than a printed format (experiment 1). Although a strong WOM effect was found, this effect was reduced or eliminated when a prior impression of the target brand was available from memory or when extremely negative attribute information was presented (experiment 2). The results suggest that diverse, seemingly unrelated judgmental phenomena--such as the vividness effect, the perseverance effect, and the negativity effect--can be explained through the accessibility-diagnosticity model. Copyright 1991 by the University of Chicago.

Date: 1991
References: Add references at CitEc
Citations: View citations in EconPapers (246)

Downloads: (external link)
http://dx.doi.org/10.1086/208570 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:17:y:1991:i:4:p:454-62

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().