How much better? the effect of tensile information on word-of-mouth effectiveness

Sung Youl Jun, Taihoon Cha, Praveen Aggarwal

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


Just as price promotions can be specific ($10 off) or tensile (up to 20 percent off), information exchanged in word-of-mouth (WOM) communication can also be specific or tensile. This study introduces the distinction between tensile and specific claims in the WOM context and shows that tensile WOM is less effective than specific WOM. Information specificity also plays a moderating role: source expertise and tie strength between the receiver and the sender of WOM communication matter only when the information exchanged is tensile. If the information exchanged is specific, the effects of source expertise and tie strength are marginalized.

Original languageEnglish (US)
Pages (from-to)263-276
Number of pages14
JournalJournal of Marketing Theory and Practice
Issue number3
StatePublished - Jul 1 2011

Bibliographical note

Funding Information:
The authors thank J.H. Kim for help with data collection and Jean Jacobson for editorial help. This research was partially supported by the Hankuk University of Foreign Studies Research Fund.


Dive into the research topics of 'How much better? the effect of tensile information on word-of-mouth effectiveness'. Together they form a unique fingerprint.

Cite this