Positive Word-of-Mouth Intention Scale

What it measures

Three items measure a person's intention to tell others -- including friends and other persons -- about a focal object, capturing forward-looking recommendation behaviour. The items cover will-recommend, likelihood-of-telling, and will-tell-others formulations, providing a compact measure of positive word-of-mouth intent. A blank in each item should be filled with the name or description of the focal object.

Representative items

• Main study participants; Hutter and Hoffmann (2014)

Citation

Hutter, K., & Hoffmann, S. (2014). Surprise, surprise. Ambient media as promotion tool for retailers. Journal of Retailing, 90(1), 93-110.