| Summary: | The effects of Word-of-Mouth (WOM) on the receiver’s attitudes and behavioural intentions have been studied at length by fellow WOM researchers. Existing WOM literature has also investigated the effects of positive WOM (PWOM) and negative WOM (NWOM). In addition, past research has suggested that all products or services can be differentiated in terms of search, experience and credence attributes. What lacks in the literature is an investigation on the effect of WOM valence on the evaluation of the different types of product attributes (search, experience and credence). This paper seeks to investigate the differential effects of WOM valence on the evaluation of search, experience and credence product attributes.
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