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Cognitive Dissonance And Online World Of Mouth, Kungpo Tao, Yan Jin
Cognitive Dissonance And Online World Of Mouth, Kungpo Tao, Yan Jin
Association of Marketing Theory and Practice Proceedings 2013
A growing number of customers use online consumer review as a means to express their opinions about the purchasing experience or the products through online feedback forums. The online forum not only provides customers with a powerful communicative tool but also impacts potential customers’ intention to patronize a brand or its association by publishing compliments or complaints. It seems to be appropriate to explain the motivation of word of mouth (WOM) when customers tend to reduce post-purchase dissonance by engaging in selective exposure, attitude change, and spreading WOM. Online word of mouth (eWOM) is basically WOM communication through the Internet; …