Word-of-Mouth: Influences on the Choice of Recommendation Sources

Thesis (M.A.) from the year 1998 in the subject Business economics - Operations Research, grade: 1.3, University of Nottingham, language: English, abstract: The idea of understanding consumer behaviour as a sequential decision-making process is one that is common in marketing (Engel et al., 1993; Wilkie, 1994; Solomon, 1993; Assael, 1992; Loudon and Della Bitta, 1993; Kotler, 1997). The decision-m...