Word-of Mouth Transmission in Settings with Multiple Opinions: The Impact of Other Opinions on WOM Intention and Strength

In two experiments we examine word-of-mouth (WOM) in multiple opinion settings. In Study 1, we find that (generally) the presence of congruent other opinions tended to increase the likelihood and strength of WOM compared to a situation when there was no other opinion. In addition, incongruent other opinions also have a tendency to increase WOM likelihood, but reduced strength compared to when no other opinions were present. Further, we find that consumer’s level of satisfaction and strength of social tie to the recipient moderated the effect of opinion congruence. In Study 2, we generally replicate the results in Study 1 in a different context and also examine the impact of consumer-brand relationship quality (BRQ). We find that participants with low BRQ increased WOM likelihood and reduced WOM strength, whereas those with high BRQ were less susceptible to other opinions. Theoretical and managerial implications of the study’s findings are discussed.