| This study examined how word-of-mouth sources of information impact consumer attitudes at the brand level. Utilizing Smith and Swinyard's Integrated Information Response Model, three separate issues were investigated.; First, this study investigated the persuasiveness of word-of-mouth compared to advertising, under the conditions of both positive and negative word-of-mouth information. Results indicated that word-of-mouth information leads to significantly greater belief strength and significantly higher brand attitudes, than advertising alone. In contrast to the stated hypotheses, {dollar}-{dollar}WOM sources did not produce significantly stronger belief strength or belief confidence, than +WOM sources.; The second part of the study analyzed the effects of integrating word-of-mouth information, with information consumers receive from advertising. The results indicated that when information is consistent (Ad/+WOM) or (+WOM/Ad), there are no significant integration effects, and thus overall brand attitudes are not significantly different than brand attitudes based on +WOM only. In contrast, when information is inconsistent, (Ad/{dollar}-{dollar}WOM) or ({dollar}-{dollar}WOM/Ad), there are significant integration effects only when the Ad is presented first in the sequence. The results thus indicate that it is possible for advertising to minimize the impact of negative word-of-mouth information, when advertising is processed first, but not when advertising is processed last.; The final goal of this research was an investigation of a new methodology for studying Word-of-Mouth using a confederate actor, that more accurately portrayed the key characteristics of this construct, including a face to face encounter, a group phenomenon, and a two-way exchange of information. |
