TITLE

Give testimony

PUB. DATE
July 2006
SOURCE
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p4
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article reports that soliciting product endorsement from users strengthens their appreciation of a brand. Studies have shown that the act of writing a product testimonial improves the experience of the product in the user's memory. Consumers tend to exaggerate their assessments on the positive side when testimonials are tied to promotions or contests. Exaggeration in general tends to be more negative than an honest assessment. Testimonials should be designed in such a way that they encourage honest feedback and discourage exaggeration and backlash.
ACCESSION #
21903572

 

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