Marketingwom

Word-of-Mouth:
Influences on the Choice of Recommendation Sources

by

K Schoefer

1998

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

Contents

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
2.



Process24
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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