Question

Are there any circumstances in which information from Advertisement is likely to be mire influential than word-of-mouth

Answer 1

Word-of-mouth greatly influences the consumption behavior of products, which reflect group norms and are highly visible (e.g., clothing), and of products where there is highly perceived risk (e.g., stereo equipment, personal computers, cars). Advertising is likely to be more influential than word-of-mouth when consumers are not very involved with the product and when the perceived risk is low. Under such conditions, repetitive exposure to product information, through advertising, is likely to create a distinctive product image and consumer awareness that will cause the consumer to purchase the product.