Word-of-Mouth Likelihood Scale

What it measures

Three semantic differential items assess how likely a person is to tell others about a recent consumption experience, ranging from certainty of not telling to certainty of telling. The scale does not specify what will be said (positive or negative) and is therefore general with respect to WOM valence. Items use a consistent not-to-tell/to-tell axis but vary their certainty language (certain, very unlikely/likely, probably). A blank should be filled with the target audience for the communication (e.g., 'your friends', 'others').

Representative items

• Studies 1, 2, and 3; Zhang, Feick, and Mittal (2014)

Citation

Zhang, Y., Feick, L., & Mittal, V. (2014). How males and females differ in their likelihood of transmitting negative word of mouth. Journal of Consumer Research, 40(6), 1097-1108.