�������������������������� where different values for p 1 and p 2 reflect the asymmetry of WOM , i . e ., it is easier to convert people to a negative opinion , than to bring them back to the favorable camp .
Probability of view change P drivers is best defined using empirical data . In the absence of this data a table function ( see Figure 11 ) suggest by the literature is used that reflects consumer risk aversion and behavior based on strength of view . Consumer experience is normalized on a scale of -1 to 1 where -1 reflects full dissatisfaction and 1 is full satisfaction . Consumer view is also dimensionless variable that reflects the strength and valence of the consumer influence on a scale of -1 to 1 .
��������� . Table function for consumer view change versus consumer experience . B
Consumer view
The shape of the graph reflects the asymmetry of the effect of consumer experience on the view change . Neutral position ( 0 on the Y axis ) corresponds to the slightly above median consumer experience ( 0.2 , point A ), as customers remain unsatisfied until the product performs at the above average level . In addition , saturation occurs at the level of consumer experience equal to 0.8 ( point B ), reflecting the fact that people are going to be fully satisfied when the experience is close to ideal , and people remain fully unsatisfied until the experience
0
C
A
0 Consumer experience
moves above -0.7 ( Point C ), illustrating that people are still fully unhappy about the product when the experience is very low .
The time to change views of drivers of τ drivers is set at one month ; considered to be a reasonable time to form strong perception about the car a person owns .
Probabilities of contact with drivers and nondrivers of technology j holding view v , and probabilities of view change after contact with drivers and nondrivers are defined as
PP !"#$%"& !,! =
! VV !,!,!,! !,!,! VV !,!,!,!
, ∀ ii = jj
PP !"!#$%&'$( !,! =
!,! VV !,!,!,! − ! VV !,!,!,! !,!,! VV !,!,!,!
ππ !"#$%"& = 0.1 ππ !"!#$%&'$( = 0.01
λλ = 20 vvvvhiiiiiiiiii vvvvhiiiiiiii yyyyyyyy
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