Chapter 11: Attitude Change and the Relative Influence of Media and Word-of-Mouth Sources

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Chapter 11 of Models of Buyer Behavior

Attitude Change and the Relative Influence of Media and Word-of-Mouth Sources examines the extent of word-of-mouth communication versus media exposure to introduce a specific new or established brand. The relative influence of these two sources is then evaluated by measuring differences in rates of attitude change and formation. The chapter ultimately establishes word-of-mouth as an essential key to establishing and introducing a product.

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Book Information

Pages: 10
Published: 1974
New Copyright: 2011
ISBN: 9781613110546
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Author information


George S. Day George S. Day

George S. Day is the Geoffrey T. Boisi Professor, Professor of Marketing and co-Director of the Mack Center for Technological Innovation at the Wharton School of the University of Pennsylvania. He previously taught at Stanford University, IMD (International Management Development Institute) in Lausanne, Switzerland, and the University of Toronto, and has held visiting appointments at MIT, the Harvard Business School and the London Business School. Prior to joining the Wharton School, he was Executive Director of the Marketing Science Institute, an industry-supported research consortium.

He has been a consultant to numerous corporations such as AT&T, Eastman Kodak, General Electric, IBM, U.S. West, Metropolitan Life, Marriott, Whirlpool Corporation, Molson Companies, Unilever, E.I. DuPont de Nemours, W.L.Gore and Associates, Boeing, LG Corp. and Medtronic. He is director of the American Marketing Association, TL Contact Inc., and the Biosciences Research and Education Foundation. His primary areas of activity are marketing, the management of emerging technologies, organic growth strategies, organizational change and competitive strategies in global markets.

Dr. Day obtained his doctorate from Columbia University in 1968. He presently serves on five editorial boards and has authored fifteen books in the areas of marketing and strategic management. His most recent books are Peripheral Vision: Detecting the Weak Signals that Can Make or Break Your Company (with Paul Schoemaker) published in 2006, Wharton on Dynamic Competitive Strategy (with David Reibstein) published in 1997, Wharton on Managing Emerging Technologies (with Paul Schoemaker) published in 2000, and The Market Driven Organization, published in 1999. He is the co-editor (with David Montgomery) of the 1999 special issue of the Journal of Marketing. He has also published in the Harvard Business Review, California Management Review, Strategic Management Journal, Planning Review, Journal of Consumer Research, Journal of Marketing Research, Sloan Management Review, and Strategy & Leadership.

Dr. Day has received numerous awards, including two Alpha Kappa Psi Foundation Awards, two Harold H. Maynard Awards for the best articles published in the Journal of Marketing and in 2003 he received the Sheth Foundation Journal of Marketing Award for articles making long-run contributions to the field of marketing. In 1994, he received the Charles Coolidge Parlin Award, which each year honors an outstanding leader in the field of marketing, and in 1996 he received the Paul D. Converse Award for outstanding contributions to the development of the science of marketing. He was selected as the outstanding marketing educator for 1999 by the Academy of Marketing Science; in 2001 he received the Mahajan Award for career contributions to marketing strategy by the American Marketing Association, and in 2003 he received the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator award. INFORMS determined that two of his articles were among the top 25 most influential articles in marketing science in the past 25 years.

He has directed and participated in senior management programs in the United States, Canada, Europe, Japan, Singapore, South Africa, India, Latin America, Mexico, Australia and New Zealand.

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