Chapell & Associates

Monday, February 06, 2006

WOM: Full Disclosure

DM News - February 06, 2006 A Chapell Article
I could see the temptation for WOM marketers to NOT want their agents to disclose a relationship. If someone told me, "Here's this new espresso, which I'm part of a campaign to promote," I think I'd be less interested than if they had simply said, "Here's this new espresso-- it's really good." The general view seemed to be that disclosure effectively limited the value of word-of-mouth marketing efforts. According to a study entitled "To Tell or Not to Tell?" just released by Walter Carl, assistant professor at Northeastern University, however, disclosure doesn't hurt word of mouth-- and it may actually be helpful. (more).

posted by Isaac on Monday, February 06, 2006

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