Word of Mouth Over Time
Introduction
Guillermo Armelini seeks literature on the rate at which Word of Mouth dissipates over time
: : : Posting
: : dialog
Date: Thu, 25 May 2006 11:36:39 +0200
From: "Armelini, Guillermo" <DOCGArmelini@iese.edu>
Dear all,
I’m actually interested in knowing whether there is marketing literature that deal with the probability that Word-of-mouth dissipates over the course of time. I ask the question because for example Richin (1988), Verhoef et al (2002) and Wangenheim and Bayón (2004) have shown that it is more likely that customers engage in WOM just after purchase a certain product, and then, the intensity of recommendation becomes to slow down. However, I could not find any article that study exactly how this intensity in WOM is dissipating over time. Any idea?
Guillermo