Following the Blind: How Expertise and Endorsement Style Impact Word of Mouth Persuasion

Word of mouth is thought to help consumers make better choices. But could the way different types of consumers endorse products sometimes lead word of mouth recipients to make worse choices than they would have otherwise? Five studies, including textual analysis of almost 1,000 online reviews, demonstrate that the language more and less knowledgeable consumers tend to use when endorsing products shapes word of mouth’s impact. Because novices are less aware that others have heterogeneous product preferences, they tend to use more explicit “I recommend” language when endorsing products. Compared to more implicit endorsements (e.g., “I liked it” or “I enjoyed it”), explicit recommendations are more persuasive and increase purchase intent. Because novices also tend to choose inferior products, word of mouth recipients may unintentionally tend to follow the advice of novices, and make sub-optimal choices as a result.