AbstractThe aim of the study was to validate the implications of word of mouth in the Pakistani cultural context. This study replicates a previous study by Charlett, D., Garland, R. and Marr, N. (1995) testing the two hypotheses "that positive and negative WOM will affect purchase likelihood and consumer attitudes toward regarding a product” and “that negative WOM will have a stronger effect than positive WOM on the probability of purchase and consumers’ attitude towards a product”. Data were collected from a convenience sample of university students divided into three groups, two of which were exposed to positive and negative WOM respectively and the third was taken as a control group. The results of the data analysis supported both hypotheses, unlike the results of a previous study for the second hypothesis. However, a number of variables, including the small sample size and variations in realistic cultural contexts, impose limitations on the study that may be addressed by subsequent studies. The research supports the importance of WOM and the stronger effect of negative WOM in the Pakistani cultural setup and highlights the value of WOM for any marketable product. Keywords: word of mouth, purchase probabilities, customer satisfaction, attitude measurement.1. IntroductionCall it advice, suggestion, consultation or gossip and even grapevine, the importance of opinion transmitted by word of mouth has never diminished since the history of human society. No matter how much promotional effort or conviction the advertising message is designed, almost everything is debated among people and either gets a nod of approval and thus legitimacy for adoption, or disappears like many other ideas in the pages of history. Therefore, it is natural that a...... middle of paper ......this Research [Online]. Available at: http://www.csulb.edu/web/journals/jecr/issues/20082/paper3.pdf (Accessed: October 25, 2008).[11] Trusov, M., Bucklin RE, Pauwels K., (in press) “Estimating the dynamic effects of online word-of-mouth on membership growth in Internet social networks” [Online]. Available at: http://mba.tuck.dartmouth.edu/pages/faculty/koen.pauwels/Pauwels%20updates%202007/Estimating%20the%20Elasticity%20of%20WoM%20May%2012%202007.pdf (Accessed: 25 October 2008).[12] Yoh, T. (2005) “Information Sources for Purchasing Athletic Shoes for Students,” Smart Online Journal, Spring 2005, pp. 28-34 [online]. Available at: http://www.thesmartjournal.com/shoe%20purchasing.pdf (Accessed October 25, 2008).[13] Word of Mouth Marketing Association (2008) WOMMA Practical Ethics Toolkit. Available at: http://www.womma.org/ethics/ (Accessed November 9 2008).