Page 330 - The Handbook of Persuasion and Social Marketing

306 Index

emphasis of, 194; good habits, company sales, 143–144;
194; relativism and, 194; role conclusion concerning, 144–145;
models, 194; shortcoming of, 194 definition of, 130; definition of
Voice to Values (GVV), 197 word of mouth and early word-of-
mouth research, 130–132;
Wallack, L., & Dorfman. L., 246, 270 diffusion of information, 134, 135;
Wallack, L., & Lawrence, R., 261, efficacy of, 130; embedded
262, 270 marketing message, criteria for
Wallack, L. L., Dorfman, L., Jernigan, effective, 140; ethos/pathos, 130;
D. H., & Themba-Nixon, M., 255, evolution of the theory of WOM,
270 133–136; “eWOM,” 132;
Ward, Lester F., 164–165, 174 Facebook, 137; as a feedback
wastefulness and social marketing, mechanism, 142; “focus-related
185 utility,” 133; heterophilous
“water-cooler effect,” 129 relationships, 135; homophilous
Watson, John B., 157 communication, 135; homophily,
Watts, D. J., & Dodds, P. S., 136, 149 138; impact of negative WOM,
wealth redistribution, 167, 169 140–142; impact of WOM on
Web 2.0 social media, 144 marketing strategy using social
Webb, J., 157, 158, 174 media, 143–144; importance of,
Weber, Max, 154, 174 131; informational influence, 138;
welfare policies and social standing, information dissemination, 142;
262 Internet social networking, 136–
Wheeler, S. C., Petty, R. E., & Bizer, 137; Internet social networking site
G. Y., 45, 46, 58 (SNS), 137; interpersonal
White Jacket (Melville), 129 influence, 131, 135, 138;
Whyte, J. W., 131, 149 introduction to, 129–130; linear
Wiebe, G. D., 2, 11, 14, 26 marketer influence model, 134;
Wiener, Josh, 292 LinkedIn, 137; logos, 130;
Wilkie, W. L., & Moore, E. S., 2, 11, marketing and, 130, 132, 134–
18, 26 135; as a marketing strategy, 130;
Winett, L. B., & Wallack, L., 242, as a model of “organic inter-
252, 270 consumer influence,” 133;
Winfrey, Oprah, lawsuit against, 281 motivation for information
Wisconsin Advertising Project. dissemination, 133; negative
(2008), 115, 128 consumer comments, 133; network
Worcester, R. M., & Mortimore, R., co-production model, 134;
111, 128 nominative influence, 138;
word of mouth (WOM): vs. “payback,” 133; perceived WOM
advertising and promotion, 130; quality, 139; perceptions of,
altruism, 133; approval utility, 139; 130; prediction and, 141–142; On
brand familiarity, 141, 142; Rhetoric: A Theory of Civic Discourse
characteristics of, 130; (Aristotle), 52, 129–130; rumor,
characterization of, 129, 130; and definition of, 143; rumor and,