Effects of Word of Mouth
For the experiment of the Effects of Word of Mouth, several studies have shown that word of mouth communications often show a strong influence on the judgment of certain products. The research of this article focuses on the manner in which the information was provided and presented, along with the type of evidence that’s available for processing. Their goal was to investigate the word of mouth effects on persuasion and to identify other moderating variables. One of the factors they used to mediate the effects of word of mouth was information vividness. Information vividness is interesting, attention drawing, and thought provoking which usually has a stronger influence on product judgments. While another factor they used, pallidly information, was given to the experiment testers as a lack of interest or vitality.
For the first experiment, 84 undergraduates were randomly assigned to a 2x2 factorial design. Anecdotal information was provided either in face-to-face vivid manner or in a printed pallid format. The undergraduates received information about a new personal computer with a summary of features that were held constant throughout the experiment. In the positive valence conditions, that attributes were described favorably such as; the 640-KB memory, high quality color monitor, separate cursor control, and function keys on the keyboard. Whereas in negative-valence conditions, attributes were described less favorable with lower memory capacity, low quality monitor, and an inconveniently located cursor.
The undergraduates participated in small groups of four to six people. The confederate of one of the groups described the computer as “the best computer I’ve ever owned. It’s really easy to use, and I haven’t had a single problem with it.” In negative-anecdote conditions, she said, “It’s really the worst computer I’ve ever owned. It’s really hard to use, and I’ve had nothing but problems with it.” After the...
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