When Making It Easy Leads to Working Harder: the Effects of Popularity Cues on Consumer Decision Making

Erin Younhee Ha, University of Illinois at Urbana-Champaign, USA
Tiffany B. White, University of Illinois at Urbana-Champaign, USA
Robert S. Wyer, Chinese University of Hong Kong, China
Contrary to conventional wisdom, consensus information (e.g., indications of a product’s popularity) often increases rather than decreases consumers’ attention to product attribute information and consequently increases the effects of this information on their product evaluations. We obtain evidence of this increase and circumscribe the conditions in which this occurs.
[ to cite ]:
Erin Younhee Ha, Tiffany B. White, and Robert S. Wyer (2012) ,"When Making It Easy Leads to Working Harder: the Effects of Popularity Cues on Consumer Decision Making", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 765-766.