Which is more likely to be passed on? Positive or Negative WOM?

Many people believe that consumers are more inclined to share their opinion when they have had a negative experience, or have heard someone else's negative experience, as opposed to a positive one. According to a recent study by Keller Fay Group, this assumption is FALSE! (Read more in eMarketer's "Consumers Believe in Positive Word-of-Mouth.")

Check out some of the key findings from the study:

  • Positive Word of Mouth (WOM) is more likely to be passed on to others compared with negative WOM
  • 2/3 of WOM brand references are “mostly positive”
  • 2/3 believe positive WOM is credible
  • Less than half deem negative WOM as credible
  • Compared to negative WOM, positive WOM is more than twice as likely to get people to seek further information
  • The magnitude of positive WOM can vary according to industry. For example children’s products and food brands tend to get most positive mentions compared to telecommunications and financial services. However, even for companies on the lower part of the positive WOM scale, conversations were still 53% positive.