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The Effects of Gender and Argument Strength on the Processing of Word-of-Mouth Communication
Beginning of article
ABSTRACT
This study explores the effects of gender and message argument strength in a unique context: word-of-mouth (WOM) communication. We report the results of an experiment (n=130) in which communicator gender and argument strength are manipulated, and crossed with WOM recipient gender. Our results show that while women describe themselves as being more receptive to WOM in general than males, when specific WOM information is received and processed, both sexes rate that information as equally diagnostic in forming product judgments.
As expected, argument strength showed powerful main effects in that stronger arguments led to more positive perceptions of the WOM …
