Workshop Series: Hean Tat Keh
Abstract: The present research investigates the differential effects of word-of-mouth (WOM) and expert review (ER) communication on consumer responses for experience and credence services. Based on four studies, the authors find that consumers tend to depend on WOM when evaluating experience services, and rely on ER when evaluating credence services. This result holds even when consumers face conflicting WOM and ER information simultaneously. However, when service criticality is high, consumers make use of ER to evaluate both experience and credence services. In addition, consumers' regulatory orientations also play moderating roles. Specifically, promotion-oriented consumers primarily use WOM to evaluate experience services, whereas they have no preference between WOM and ER when evaluating credence services. In contrast, prevention-oriented consumers emphasize ER regardless of the type of service being considered. The results across different services and samples are consistent and robust. Join our staff, students and alumni attending workshops presented by visiting academics on their area of research expertise. For further information please contact our Workshop Administrator.
Hean Tat Keh (Ph.D., University of Washington) is an Associate Professor and Vice Chair of the Department of Marketing at the Guanghua School of Management, Peking University. He was previously on the faculty of the National University of Singapore, and was a corporate executive at the Wharf (Holdings) Ltd, Hong Kong.
Dr. Keh's research interests include Services Marketing, Brand Management, Strategic Marketing, and Cross-Cultural Research. His research has been published or is forthcoming in leading academic journals such as Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Retailing, Marketing Letters, Journal of International Marketing, Journal of Advertising, Industrial Marketing Management, Journal of Cross-Cultural Psychology, IEEE Transactions on Engineering Management, European Journal of Operational Research, Journal of Business Venturing, Entrepreneurship Theory and Practice, etc.