Herr, Paul M; Kardes, Frank R; Kim, John - In: Journal of Consumer Research 17 (1991) 4, pp. 454-62
The effects of word-of-mouth (WOM) communications and specific attribute information on product evaluations were investigated. A face-to-face WOM communication was more persuasive than a printed format (experiment 1). Although a strong WOM effect was found, this effect was reduced or eliminated...