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The decay of positive and negative word of mouth after product experience

Author

Listed:
  • East, Robert
  • Uncles, Mark D.
  • Romaniuk, Jenni
  • Hand, Chris

Abstract

Three surveys, each covering two categories, were used to investigate the decay in WOM output after product experience. The categories were restaurants, fashion stores, hotels, holiday destinations, mobile phones and films. Data were gathered in the UK and Thailand, resulting in a total of 548 usable responses.

Suggested Citation

  • East, Robert & Uncles, Mark D. & Romaniuk, Jenni & Hand, Chris, 2014. "The decay of positive and negative word of mouth after product experience," Australasian marketing journal, Elsevier, vol. 22(4), pages 350-355.
    • Handle: RePEc:eee:aumajo:v:22:y:2014:i:4:p:350-355
    DOI: 10.1016/j.ausmj.2014.10.001
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    References listed on IDEAS

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