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ERIC Number: EJ1141549
Record Type: Journal
Publication Date: 2017
Pages: 18
Abstractor: As Provided
ISSN: ISSN-0884-1241
How Service Values Influence the Processing of Word-of-Mouth in the Evaluation of Credence Beliefs
Herold, Kristiina; Sipilä, Jenni; Tarkiainen, Anssi; Sundqvist, Sanna
Journal of Marketing for Higher Education, v27 n1 p59-76 2017
The purpose of this paper is to assess the effect of service values on the processing of word-of-mouth (WOM) information, and their impact on a complex belief in a high-involvement service context. Hypotheses are tested on survey data collected from 378 respondents facing a high-involvement service choice. The results suggest that two distinct information processing routes are active when consumers (here prospective students) evaluate complex beliefs. Furthermore, service values have distinct effects on the processing of WOM information. Self-oriented values foster more cognitive processing, whereas socially oriented values have the opposite effect. Considering the reasons as to why a service is needed (service values) should be a focus for marketers since they can be a powerful persuasion approach affecting the processing of WOM. This study contributes to earlier research on higher education marketing by incorporating service values into the pre-purchase phase of prospective students' decision-making.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Finland
Grant or Contract Numbers: N/A