Title
Honesty is the Best Policy: The Effects of Disclosure in Word-of-Mouth Marketing
Department/School
Marketing
Date of this version
1-2012
Document Type
Article
Keywords
word-of-mouth; disclosure of agent-brand relationship; consumer response, source credibility
DOI
https://doi.org/10.1080/13527266.2011.631567
Abstract
Marketers increasingly provide incentives to everyday consumers in exchange for generating buzz about their brand. The problem is that incented agents do not always disclose this relationship, and marketers fear that disclosure will reduce the technique’s effectiveness. This paper examines how disclosure affects consumers’ response to word-of-mouth (WOM) marketing. Compared to seemingly organic WOM, can disclosure of the agent-brand relationship benefit the brand if it occurs concurrently with the recommendation? What are the consequences if an agent fails to disclose and the consumer learns about the subterfuge later? Findings from two experiments suggest that honesty is indeed the best policy regardless of whether the agent is talking to a friend or a stranger.
Volume
19
Issue
4
Published in
Journal of Marketing Communications
Citation/Other Information
Abendroth, L. J., & Heyman, J. E. (2013). Honesty is the best policy: The effects of disclosure in word-of-mouth marketing. Journal of Marketing Communications, 19(4), 245-257. https://doi.org/10.1080/13527266.2011.631567