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A Dyadic Study of Interpersonal Information Search

Mary C. Gilly

John L. Graham

University of California, Irvine

Mary Finley Wolfinbarger

California State University, Long Beach

Laura J. Yale

Fort Lewis College

Although interpersonal word-of-mouth communication, by definition, takes place between two people, rarely has the phenomenon of word of mouth been studied using both members of the dyad. Building on the literature, this article offers a model of active interpersonal information search that is tested by using a method in which information seeker and source perceptions were obtained. Source characteristics were important determinants of interpersonal influence, but seeker characteristics also played an important role. Interestingly, it proved useful to distinguish between demographic and attitudinal homophily of seeker and source as the former was inversely and the latter directly related to interpersonal influence.

Journal of the Academy of Marketing Science, Vol. 26, No. 2, 83-100 (1998)
DOI: 10.1177/0092070398262001
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