Wednesday, February 20, 2013


Influences on the Choice of Recommendation Sources


K Schoefer


A dissertation presented in part consideration for the degree of M.A. in Corporate Strategy and Governance.


Chapter 1Introduction 1

Chapter 2 books Review3

1. Consumer Decision-Making3
1. The Decision-Making Process4
1. Problem Recognition5
2. Information seem6
3. Evaluation of Alternatives8
4. Purchase9
5. Post-Purchase Evaluation10
2. Individual Influences12
3. Environmental Influences15
1. culture15
2. Social Class16
3. Reference Groups16

2. Word-of-Mouth Communication20
1. description20
2. Scope and Significance20
3. Characteristics of WOM22
4. The Nature of WOM24
1. Types24

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3. Conditions28
4. Motives29
5. WOM and the Consumer Behaviour literature29
1. Adoption and Diffusion on Innovations29
2. Post-Purchase Decision-Making31
3. Pre-Purchase Decision-Making33

Chapter 3Empirical digest34

1. The Model34
1. Recommendation Sources34
2. Evaluative Cues35
3. Task Difficulty36
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