Does Negative WOM Have More Negative Impact on Purchasing Intention

question 1

Essay

Does negative WOM have more negative impact on purchasing intention for high or low involvement products?

---

Definitions:

Intramolecular

Describes forces or reactions occurring within a single molecule, as opposed to between different molecules.

Intermolecular Forces

The forces which mediate interaction between molecules, including hydrogen bonding, dipole-dipole interactions, and dispersion forces.

Physical Properties

These are characteristics of a substance that can be observed or measured without changing its identity, such as density, color, melting point, and boiling point.

Condensation Point

The temperature at which a gas becomes a liquid; the cooling point where gaseous substances convert into their liquid state.