How Service Values Influence the Processing of Word-of-Mouth in the Evaluation of Credence Beliefs

Autor/inn/en	Herold, Kristiina; Sipilä, Jenni; Tarkiainen, Anssi; Sundqvist, Sanna
Titel	How Service Values Influence the Processing of Word-of-Mouth in the Evaluation of Credence Beliefs
Quelle	In: Journal of Marketing for Higher Education, 27 (2017) 1, S.59-76 (18 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2016.1213347
Schlagwörter	Beliefs; Hypothesis Testing; Speech Communication; Dialogs (Language); Information Processing; Cognitive Processes; Delivery Systems; Media Selection; Value Judgment; College Applicants; Factor Analysis; Communication Strategies; Social Influences; Foreign Countries; Finland + Suchen Sie Ihr Suchwort? Belief; Glaube; Hypothesenprüfung; Hypothesentest; Dialog; Dialogs; Dialogue; Dialogues; Informationsverarbeitung; Cognitive process; Kognitiver Prozess; Auslieferung; Medienwahl; Werturteil; College applications; Studienbewerber; Faktorenanalyse; Kommunikationsstrategie; Sozialer Einfluss; Ausland; Finnland
Abstract	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. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01