The Anatomy of Buzz/Rosen 35-39

36 Customers who are less experience have a higher perceived risk, and therefore they tend to rely on others more often.

36 We often benefit directly from talking about products. …in fact certain products become more valuable as more people use them.

Customers understand that they can benefit from having their colleagues use the same operating systems.

Competitors often benefit from spreading negative buzz.

In all these scenarios people talk to benefit from outcome financially (sometimes in indirect ways)

38 common source of negative buzz comes from a negative experience a customer has had with a company. Unhappy customers will try to ease the internal tension they feely by getting even.

Word of mouth is incredibly powerful online.