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The Age of WOW! (3): More Facts about WOW! Factor

February 22nd, 2011 · Add Comment

Still not sold on the importance of WOW factor and positive word of mouth? Here are more research findings demonstrating that positive word of mouth (i.e. WOW factor) is more common / has higher impact than negative word of mouth:

“In 15 studies, positive word of mouth (PWOM) is more common than negative word of mouth (NWOM) in every case. The incidence ratio averages 3 to 1(Source: The relative incidence of positive and negative word of mouth: A multi-category study, East, R., Hammond, K., Wright, M., International Journal of Research in Marketing, Vol. 24, Issue 2, 2007)

“For familiar brands, we find that the impact of PWOM is generally greater than NWOM (Source: Measuring the impact of positive and negative word of mouth on brand purchase probability Robert Easta, Kathy Hammond, and Wendy Lomax, International Journal of Research in Marketing
Volume 25, Issue 3, September 2008, Pages 215-224)

Also, check out my previous post on the Age of WOW! and “Wow Orientation”.

Tags: "Know-Wow" · New Business Trends · Viral Marketing

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