Wednesday, December 8, 2010
Word Of Mouth...
I was not extremely surprised as we discussed the topic of Word of Mouth (WoM) as having a strong influence on how consumers process information; I have often relied on WoM regarding several purchases I've made. Recently, I found myself surfing the internet on a particular online site looking to make a purchase of headphones. The current headphones had seen better days and it was time to get a new pair. I found a pair that I really liked and immediately found myself navigating to the reviews by people that had previously purchased the pair in question. As I read through the reviews, I could literally feel my hopes go down the drain. Most of the reviews had little to nothing positive to say about the product. I was disappointed as I had had high hopes for the headphones.
It's interesting as I look back on this particular episode and realize just how much WoM, in this case, eWoM had an impact on my purchase decision. I ended up looking for and purchasing another pair of headphones that had positive reviews (WoM).