From the Archives: Evaluative Predisposition Limits the Potency of WOM
Individuals' receptivity to both positive and negative WOM information is determined largely by its "fit" with their prior evaluative positions. This is the key finding of a 1989 study published in Advances in Consumer Research. Once an individual assumes an evaluative position toward a product, he/she will begin to filter information it. To the extent the information "fits" the evaluative position, the WOM will be accepted.
