Different Strokes for Different Products: Comparison of Triggers of WOM between Consumer Durables and Services

The frequencies of factors eliciting word of mouth (WOM) about four durable categories are measured. Positive WOM (PWOM) is stimulated mainly by advertising and satisfaction with the product whereas negative WOM (NWOM) is... [ view full abstract ]

The frequencies of factors eliciting word of mouth (WOM) about four durable categories are measured. Positive WOM (PWOM) is stimulated mainly by advertising and satisfaction with the product whereas negative WOM (NWOM) is elicited more by the flow of the conversation and the perceived needs of the receiver of WOM and other persons. It is rare for NWOM about durables to be induced by advertising or by dissatisfaction. These findings are compared with those for services where PWOM and NWOM are most strongly affected by satisfaction and dissatisfaction respectively and advertising has little effect.