Abstract
Studies on the diffusion of new products show that word-of-mouth activity WOMA) is an important influencer of consumer acceptance. WOMA has usually been defined primarily as information seeking behavior aimed at risk reduction prior to the purchase decision. To test this hypothesis, data on a new milk additive brand were used from a 1,100 state-wide sample conducted longitudinally. The findings were consistent in rejecting the hypothesis, therefore casting doubt on the exclusive information search nature of WOMA. The main implication is to view WOMA as a multiform communication activity including conversation types other than information search.
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Lampert, S.I., Rosenberg, L.J. Word of mouth activity as information search: A reappraisal. JAMS 3, 337–354 (1975). https://doi.org/10.1007/BF02729294
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DOI: https://doi.org/10.1007/BF02729294