Word of mouth is a form of promotion in which satisfied customers tell other people how much they like a business, product or service. Personal Influence: The Part Played by People in the Flow of Mass Communications , Katz and Lazarsfeld found word of mouth influence to be far more important than advertising or personal selling. The word of mouth conversation is the best feedback you’re ever going to get. It’s far better than any other kind of market research, because it is the authentic voice of the consumer. Read more »

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Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World by Curtis P. Haugtvedt, Karen A. Machleit and Richard Yalch contains edited versions of papers that were presented at the 2001 Advertising and Consumer Psychology Conference in Seattle, Washington. Published in 2005 the 576 page book has 23 chapters structured in 6 parts: Community, Advertising, Customization, Site Design, Decision Making and Research Tools and Approaches.

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