Chapter 11: Attitude Change and the Relative Influence of Media and Word-of-Mouth Sources

Chapter 11 of Models of Buyer Behavior Attitude Change and the Relative Influence of Media and Word-of-Mouth Sources examines the extent of word-of-mouth communication versus media exposure to introduce a specific new or established brand. The relative influence of these two sources is then evaluated by measuring differences in rates of attitude change and formation. The chapter ultimately establishes word-of-mouth as an essential key to establishing and introducing a product.