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De status van Word-of-Mouth: wordt er meer gepraat over duurzame producten? Een emperische verkenning

Steenis, M.C.J. van (2010) De status van Word-of-Mouth: wordt er meer gepraat over duurzame producten? Een emperische verkenning.

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Abstract:Research was conducted to explore the extent in which the need for status and productstatus are of importance for Word-of-Mouth behavior about products. A 2 x 3 between participants design was used to determine if the need for status influences Word-of-Mouth behavior and to what extent the need for status and productstatus interact when it comes to Word-of-Mouth. In an online questionnaire, participants were primed with status to create a „high need for status‟-condition and a controlgroup with low need for status. Participants were then assigned to one of three productmanipulations („green‟, luxurious or neutral). They were asked to what extent they would be inclined to refer that product to their peers. As an additional experiment the Interpersonal Influence Scale was added to the questionnaire, since it was expected that sensitivity to Interpersonal Influence was related to Word-of-Mouth behavior. The results show a significant correlation between the need for status and Word-of-Mouth intention. Participants with a high need for status show significantly higher intention to refer products to their peers in general and, even moreso, products that communicate high status. The controlgroup shows none of these results. This is the first research conducted to empirically prove status has influence on Word-of-Mouth behavior. The research reveals that sensitivity to Interpersonal Influence plays a role in Word-of-Mouth behavior as well. People with higher sensitivity to interpersonal influence show higher intentions to refer products to their peers as well, an effect that isn‟t found in people who are less sensitive. This conclusion brings new insight to the field of research for explaining Word-of-Mouth. With these results in mind, it‟s recommended for marketeers to stress high status aspects of a product in their communication, to stimulate Word-of-Mouth about a product. Foremost „green‟ aspects will generate higher Word-of-Mouth than their „non-green‟ alternatives.
Item Type:Essay (Master)
Clients:
Euro RSCG Amsterdam
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/60991
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