Inducing word-of-mouth by eliciting surprise ? a pilot investigation
(2001) , 36 pages
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- Authors
- Abstract
- This research - using the critical incident technique - brings to the fore the emotion of surprise and its (direct and indirect) influence on word-of-mouth (WOM). The results show - as expected - that the frequency and amount of WOM are larger for negatively and positively surprising consumption/purchase experiences than for non surprising experiences of the same kind and that the intensity of surprise is significantly correlated with positive and negative WOM.
- Affiliations
Louvain School of Management Marketing
Citations
Derbaix, C., & Vanhamme, J. (2001). Inducing word-of-mouth by eliciting surprise ? a pilot investigation (IAG - LSM Working Papers 01/14). https://hdl.handle.net/2078.5/249495