There are several unique characteristics of word of mouth which may account for its superiority. Frequently suggested reasons are:

1. The selective processes are inoperative. Personal influences more frequently than the mass media bypass the so-called selective defense mechanisms which operate to immunize the receivers from communications not in accord with their existing attitudes and interests.
2. Flexibility. Face-to-face contacts can counter and dislodge the resistances aroused when people become conscious that they are subject to influence attempts.
3. Social control. In contrast to the mass media, personal sources often are in a position to offer rewards for compliance with their recommendations as well as administer punishments in the case of noncompliance.
4. Word of mouth is particularly able to help consumers make better purchasing decisions. Informal channels of information are effective, first, because of their high credibility (a source variable) and, second, because of the unique kinds of information they can provide (a content variable). Credibility of a source is at least a function of three factors: 1) perceived expertness; 2) perceived trustworthiness; 3) perceived good intentions of the source.
5. Word of mouth can legitimize acceptance. The strength of word of mouth lies partly in its ability to provide social support and give a stamp of approval to an innovation.

From Word of Mouth Advertising: A Review of the Literature, Johan Arndt, Advertising Research Foundation, 1967.

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