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All main topics / HTW Consumer Behaviour / Marketing / Consumer Behaviour
word-of-mouth communication, + why used (3 reasons)
information about products transmitted from individual to individual

-considered reliable and trustworthy
-very powerfull, especially if consumer is not familiar with product category

why used?
-involvement in product
-knowledge about product
-concerne about product - warn

negagive WOM is more powerful then positive WOM
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Flashcard info:
Author: CoboCards-User
Main topic: HTW Consumer Behaviour
Topic: Marketing
School / Univ.: HTW Chur
City: Chur
Published: 17.01.2015




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