The Differential Influence of Advice and Opinions on Word-of-Mouth Recipients’ Behavior

Matteo De Angelis*, Andrea Bonezzi, Derek D. Rucker, Alessandro M. Peluso

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

When engaging in word-of-mouth (WOM) communications, consumers generally share either opinions, whereby they merely communicate whether they like or dislike a product (e.g., “I like the product I just bought”), or advice, whereby they offer explicit recommendations as to how others should behave (e.g., “buy or do not buy this product”). Past research has not examined whether and when advice and opinions exert similar or differential influence for WOM recipients’ behavior. We fill this gap by proposing that advice can be more or less influential than opinions based on how diagnostic consumers assess the information to be (e.g., Ahluwalia 2002; Feldman and Lynch 1988).

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages79-84
Number of pages6
DOIs
StatePublished - 2016

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Customer Relationship Management
  • Good Friend
  • Information Diagnosticity
  • Information Type
  • Product Category

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

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