Making word-of-mouth impactful: Why consumers react more to WOM about experiential than material purchases

•Consumers react more positively to WOM about experiences than objects.•WOM about experiences is perceived as more substantive.•WOM substantiveness drives the effect in the model.•A framing approach can be used to increase the impact of WOM on consumers. This paper documents evidence from five studi...

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Veröffentlicht in:	Journal of business research 2021-06, Vol.130, p.110-123
Hauptverfasser:	Bastos, Wilson, Moore, Sarah G.
Format:	Artikel
Sprache:	eng
Schlagworte:	Analysis Business schools Consumer reaction Experiential purchase Material purchase Mediation Substantiveness Word-of-mouth
Online-Zugang:	Volltext
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