This research explores the relationship between consumers’ age and their susceptibility to word-of-mouth (WOM). We show that, as consumers age, they feel less in control, and this feeling increases their susceptibility to WOM (study 1). This effect is stronger for consumers with a higher chronic desire for control (study 2).
As I Age, I Rely More on Others’ Opinions: Exploring How Aging Influences Consumers’ Susceptibility to Word of Mouth
Peluso A. M.;Gambicorti A.;Pino G.;Giannelli M.
2024-01-01
Abstract
This research explores the relationship between consumers’ age and their susceptibility to word-of-mouth (WOM). We show that, as consumers age, they feel less in control, and this feeling increases their susceptibility to WOM (study 1). This effect is stronger for consumers with a higher chronic desire for control (study 2).File in questo prodotto:
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