Seminario: Prof. Robert East "Understanding word of mouth"

Ciao Elena, Ciao ,

segnalo il seguente seminario che si terra'  a Bologna, presso il
Dipartimento di Scienze Statistiche dell'Universita' di Bologna.

Relatore: Prof. Robert East (Kingston University, UK)
Data: 3 novembre 2005
Luogo: via Belle Arti, 41 - 40126 Bologna, ore 14-16 Aula 2


"How did you come to buy that iPod or choose your hairdresser? Sometimes
it was advertising, sometimes you came across it yourself, but often it
was advice from others, or word of mouth, that got you to buy (and,
often, it is a combination of factors).

Despite the importance of word of mouth, it is little researched. It
does not happen often so it is difficult to observe. As a result, there
has been little hard evidence but this does not stop people from having
beliefs about this topic. In particular, marketers seem to believe
that negative word of mouth is more common and more powerful
than positive word of mouth.

For the last five years, I have been trying to reveal the basic
patterns in word of mouth and the first phase of this work is now
largely completed. The everyday beliefs seem to be wrong. In studies of
many categories, we have found that positive word of mouth is always
more common than negative word of mouth - on average about
three times as common. This was because more people gave positive word
of mouth and not because a few people gave it very frequently.

Using different measures, we get the same results. We think hat we can
explain why we find these results. We also found that positive word
of mouth had as much, or perhaps more, impact than negative word of
mouth. In addition, we found that the categories that got more negative
word of mouth also got more positive word of mouth, and that the people
who gave negative word of mouth were much more likely togive positive
word of mouth.

But how do we use this evidence? Not easily. Target groups must be
identified and addressed and we need to know what to tell them. Even so,
the work suggests ways in which further research, database use and media
selection might be employed to combat negative word of mouth and promote
positive word of mouth."

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Dott. Daniele Medri -
"Non esiste vento favorevole, se il marinaio non sa dove andare" - Seneca