CHAPTER 3

How to Use Word of Mouth to Easify the Decision Process

Word of mouth is one of those things that everybody thinks they understand, yet they soon realize that they are each talking about a different part of the elephant. Here’s the bottom line: Not long ago, word of mouth meant oral communication. Then, the world got complicated.

I define word of mouth as “the exchange of information about a product or service among people who are independent of the producer”. Central to the concept of word of mouth is the idea that the producer of the product does not control the information, which is, accordingly, presumed to be more free of bias, more relevant, more complete, more trustworthy, and thus more accurate than commercial information.

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