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Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference pp 120–122Cite as

Is Word-Of-Mouth More Prevalent Among Males Or Females?

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Abstract

The present study identifies, measures, and compares differences in interpersonal communication patterns between men and women. 64 female college students and 52 male students participated in an experiment in which they simultaneously listened to a newly released instrumental record album and subsequently engaged in spontaneous word-of-mouth. 53 percent of the women initiated product related conversations compared with 44 percent of the men. The women averaged .97 contacts per participant, whereas the men averaged .92 contacts. 83 percent of the conversations originated by males were with other males, while 71 percent of the word-of-mouth initiated by females were with other females.

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Author information

Authors and Affiliations

  1. Bowling Green State University, Coral Gables, FL, USA

    John H. Holmes

  2. Owens-Illinois, Coral Gables, FL, USA

    William R. Payne

Authors
  1. John H. Holmes
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  2. William R. Payne
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Editor information

Editors and Affiliations

  1. University of Miami, Coral Gables, FL, USA

    Howard S. Gitlow  & Edward W. Wheatley  & 

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© 2016 Academy of Marketing Science

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Holmes, J.H., Payne, W.R. (2016). Is Word-Of-Mouth More Prevalent Among Males Or Females?. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_28

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