The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers
International Journal of Economic Behavior and Organization
Volume 4, Issue 6, December 2016, Pages: 59-63
Received: Sep. 26, 2016; Accepted: Nov. 17, 2016; Published: Mar. 10, 2017
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Owusu Alfred, Marketing Department, Kumasi Technical University, Kumasi, Ghana
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The purpose of this study was to seek evidence of the significant effect of word of mouth (WOM) on the attitudes of potential consumers. The study tested the following two research hypotheses. (1) WOM will have both positive and negative effect on the probability of consumers purchase and attitudes towards products. (2) That negative WOM effect on consumers purchase and attitude towards a product will be stronger than the positive. The results of the study indicate that WOM, both have negative and positive, and can influence the attitudes and predict purchase behavior of consumers. This study cannot give reliable estimates of the precise magnitude of this effect due to the lack of significant differences between the experimental groups and the control group. It is contended by several authors that the influence of negative WOM is more than positive, however, this proposition was not supported by this study.
Negative Word of Mouth, Customer Dissatisfaction, Retention, Attitude Measurement
To cite this article
Owusu Alfred, The Significant Effect of Word of Mouth (WOM) on the Attitude of Potential Consumers, International Journal of Economic Behavior and Organization. Vol. 4, No. 6, 2016, pp. 59-63. doi: 10.11648/j.ijebo.20160406.13
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This article is an open access article distributed under the Creative Commons Attribution License ( which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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