publication . Article . Other literature type . 1984

Introduction Strategy for New Products with Positive and Negative Word-of-Mouth

Vijay Mahajan; Eitan Muller; Roger A. Kerin;
Open Access
  • Published: 01 Dec 1984 Journal: Management Science, volume 30, pages 1,389-1,404 (issn: 0025-1909, eissn: 1526-5501, Copyright policy)
  • Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
Abstract
Existing innovation diffusion models assume that individual experience with the product is always communicated positively through word-of-mouth. For certain innovations, however, this assumption is tenuous since communicators of the product experience may transfer favorable, unfavorable, or indifferent messages through word-of-mouth. This paper examines a diffusion model for products in which negative information plays a dominant role, discusses its implications for optimal advertising timing policy and presents an application to forecast attendance for the movie Gandhi in the Dallas area.
Subjects
free text keywords: Management Science and Operations Research, Strategy and Management, marketing, new products, diffusion models, Negative information, Attendance, Word of mouth, Innovation diffusion, Advertising, Marketing, Economics
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