Source Perceptions and the Persuasiveness of Internet Word-Of-Mouth Communication

EXTENDED ABSTRACT Word-of-mouth (WOM) communication is a powerful force in shaping consumers' attitudes (Brown and Reingen 1987). With the rise of the Internet, it is increasingly common for individuals to read about the product experiences of consumers who are unknown to them. The purpose of this research is to examine how individuals use the content of consumers' product reviews to make inferences about themCsuch as whether they are telling the truthCand from this the degree to which they are persuaded by the review.

[1]  E. E. Jones,et al.  From Acts To Dispositions The Attribution Process In Person Perception1 , 1965 .

[2]  H. Kelley.  Attribution theory in social psychology , 1967 .

[3]  William R. Swinyard,et al.  The Interaction between Comparative Advertising and Copy Claim Variation , 1981 .

[4]  P. Linville,et al.  The complexity–extremity effect and age-based stereotyping. , 1982 .

[5]  R. Mizerski.  An Attribution Explanation of the Disproportionate Influence of Unfavorable Information , 1982 .

[6]  Philip E. Tetlock,et al.  Accountability and complexity of thought. , 1983 .

[7]  Peter H. Reingen,et al.  Social Ties and Word-of-Mouth Referral Behavior , 1987 .

[8]  J. M. Olson,et al.  Uncertainty orientation and persuasion: Individual differences in the effects of personal relevance on social judgments. , 1988 .

[9]  S. Ratneshwar,et al.  The Effect of Cultural Orientation on Persuasion , 1997 .

[10]  Cornelia Pechmann,et al.  Predicting when Two-Sided Ads will be More Effective than One-Sided Ads: The Role of Correlational and Correspondent Inferences , 1992 .

[11]  Wayne D. Hoyer,et al.  An Integrative Framework for Understanding Two-sided Persuasion , 1994 .

[12]  Susan M. Broniarczyk,et al.  Integrating Multiple Opinions: The Role of Aspiration Level on Consumer Response to Critic Consensus , 1998 .

[13]  Herbert Bless,et al.  Inferring the importance of arguments: Order effects and conversational rules , 2003 .

[14]  A. Tversky,et al.  Prospect theory: an analysis of decision under risk — Source link , 2007 .

[15]  ' VALERIES.FOLKES,et al.  Recent Attribution Research in Consumer Behavior : A Review and New Directions , 2007 .