Word-of-mouth triggers
Interesting products get talked about straight away, while frequently cued and publicly visible products keep getting talked about.
Where it applies
Three of the eight page areas.
HomepageNot typical CategoryNot typical SearchNot typical ProductAlso applies CartNot typical CheckoutNot typical Post-purchaseMainly here
It also applies sitewide, on every page. See everything at work on Post-purchase pages
How to use it
Three ways to put it to work.
- Make packaging and products visible and distinctive.
- Tie usage cues to everyday triggers.
- Create shareable moments at delivery.
What the research found
Cues and visibility predicted lasting word of mouth better than interest did.
Across 300+ products, cues and visibility predicted sustained word of mouth better than how interesting the product was.
Across 300+ products, cues and visibility predicted sustained word of mouth better than how interesting the product was.
Key research
Three sources, each checked.
Last reviewed
Berger & Schwartz (2011) What Drives Immediate and Ongoing Word of Mouth? J. Marketing Research Read the source Berger (2014) Word of mouth and interpersonal communication: A review and directions for future research J. Consumer Psychology Read the source Lovett, Peres & Shachar (2013) On Brands and Word of Mouth J. Marketing Research Read the source