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Bob Moritz
Marshfield Clinic Research Foundation

WOM

Five, seven-point Likert-type items measure a person’s (the recommender’s) beliefs regarding the potential negative social consequences of recommending a person who could view it as inappropriate.  The sentences are flexible for use with a variety of contexts but may make the most sense with regard to customer referral reward programs. 

The enjoyment a consumer experiences by being involved in programs offered by companies that give rewards for helping to recruit new customers is measured with three, seven-point Likert-type items.  The sentences are phrased such that they make most sense for those who have participated in such programs.

How much a person likes customer referral programs in general and is likely to participate in them is measured with four, seven-point Likert-type items.

How much a person believes it would be enjoyable to post online regarding a particular product is measured with three, seven-point items.

The scale has three, nine-point items that measure a person’s stated likelihood of sharing good information about a brand to others he/she knows.

The degree to which a consumer not only believes that an object or experience is a good topic of conversation but also desires to talk to others about it is measured with five, seven-point Likert-type items.

A customer’s enjoyment of talking in various media about a particular brand is measured using four, five-point Likert-type items.

The scale has three, seven-point items that measure a person’s intention to say good things about a resort and encourage friends to go there. It appears the scale is easily adaptable for other places that involve lodging.

Three, seven-point items are used to measure how much a person believes that talking to another person about a particular topic could produce a favorable impression for him/herself.

The scale has three, seven-point items that measure the degree to which a person has shared information with another person in order to help and prepare him/her for a particular “experience.”