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Publisher Description

ABSTRACT This study explores the effects of gender and message argument strength in a unique context: word-of-mouth (WOM) communication. We report the results of an experiment (n=130) in which communicator gender and argument strength are manipulated, and crossed with WOM recipient gender. Our results show that while women describe themselves as being more receptive to WOM in general than males, when specific WOM information is received and processed, both sexes rate that information as equally diagnostic in forming product judgments.

GENRE
Business & Personal Finance
RELEASED
2006
January 1
LANGUAGE
EN
English
LENGTH
29
Pages
PUBLISHER
The DreamCatchers Group, LLC
SELLER
The Gale Group, Inc., a Delaware corporation and an affiliate of Cengage Learning, Inc.
SIZE
292.7
KB

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