The Specificity Heuristic: Consumer Evaluations of Expert Recommendation

Mauricio Palmeira, Monash University, Australia
Gerri Spassova, Monash University, Australia
This research investigates how consumers evaluate expert advice in the presence of little diagnostic information. We document the use of a specificity heuristic according to which advisors are perceived as more knowledgeable the more specific their recommendation. Five studies demonstrate the specificity heuristic and identify boundary conditions.
[ to cite ]:
Mauricio Palmeira and Gerri Spassova (2012) ,"The Specificity Heuristic: Consumer Evaluations of Expert Recommendation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 653-654.