Journal of the Academy of Marketing Science

, Volume 26, Issue 2, pp 83–100 | Cite as

A dyadic study of interpersonal information search

  • Mary C. Gilly
  • John L. Graham
  • Mary Finley Wolfinbarger
  • Laura J. Yale


Although interpersonal word-of-mouth communication, by definition, takes place between two people, rarely has the phenomenon of word of mouth been studied using both members of the dyad. Building on the literature, this article offers a model of active interpersonal information search that is tested by using a method in which information seeker and source perceptions were obtained. Source characteristics were important determinants of interpersonal influence, but seeker characteristics also played an important role. Interestingly, it proved useful to distinguish between demographic and attitudinal homophily of seeker and source as the former was inversely and the latter directly related to interpersonal influence.


Partial Little Square Opinion Leadership Consumer Research Source Expertise Focal Product 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1998

Authors and Affiliations

  • Mary C. Gilly
    • 1
  • John L. Graham
    • 1
  • Mary Finley Wolfinbarger
    • 2
  • Laura J. Yale
    • 3
  1. 1.University of CaliforniaIrvine
  2. 2.California State UniversityLong Beach
  3. 3.Fort Lewis CollegeDurangoUSA

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