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

Sung Youl Jun, Taihoon Cha, Praveen Aggarwal

Research output: Contribution to journalArticle

10 Scopus citations

Abstract

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
Volume19
Issue number3
DOIs
StatePublished - Jul 1 2011

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