college 11

Question 1

WOM (word of mouth

Answer 1

oral, person to person communication between a receiver and a communicator whom the receiver perceives as non-commercial

Question 2

EWOM (electronic word of mouth)

Answer 2

evaluative statements made by users/consumers that is made available for multitude of people over the Internet

Question 3

characteristics of WOM

Answer 3

1. volume
2. valence
3. timing
4. solicitation
5. intervention

Question 4

STEPPS

Answer 4

1. Social currency; if sharing your product makes someone look good, they share it
2. triggers: how are you reminded of the product
3. emotion; if people feel strong emotions, they want to share
4. public/social proof; our decisions are affected by what everyone around us is doing (apple logo)
5. practical value; is it actually helpful?
6. stories; great stories will get shared (blend it)

Question 5

ethos

Answer 5

ethical and personal appeals of the speaker, trust and credibility

Question 6

pathos

Answer 6

emotional appeals of the speaker

Question 7

logos

Answer 7

logical appeals

Question 8

credibility of sources

Answer 8

can i trust the person who is talking?

Question 9

credibility of messages

Answer 9

can I trust the evaluation being said?