University professors from France and Hong Kong teamed up in 1995 to release a research document investigating how interpersonal influence from opinion exchange was an important factor for consumers when adopting a product or making a brand decision. The study entitled, “A Cross-Cultural Study of Interpersonal Information Exchange,” looked at the trend on an international scale and how culture plays a role in moderating consumers’ word of mouth behavior.
Researchers studied 619 MBA students at a major European business school through a questionnaire assessing knowledge, intentions, and behaviors toward consumer electronic products.
Results showed that 53% of cosmopolitan MBA students were likely to give product-related information to others, and that, on average, more than 81% of those polled were likely to seek opinions before making a purchase. The study also found that while culture does affect the propensity of individuals to seek information prior to a purchase, it does not particularly correlate to information dissemination — suggesting word of mouth is truly a cross-culture, global activity.
