Tag Archives: Joelle Vanhamme
WOM Research February 11, 2009

Word of mouth research: The psychological burden of surprise and its influence on WOM

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Straight out of something our friend Andy Nulman would riff on, a 2003 study conducted by Christian Derbaix and Joelle Vanhamme of Belgium’s Université catholique de Louvain shows the influence of surprise on word of mouth. Through a questionnaire, Derbaix and Vanhamme asked respondents to describe details of a consumption or purchase experience which surprised…

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