Whom to Trust? the Impact of Peer Vs. Expert Opinions on Consumption Experiences

Travis Hancock, Brigham Young University, USA
Ryan Elder, Brigham Young University, USA
We demonstrate the differential impact of peer versus expert reviews on pre-purchase attitudes and post-purchase consumption experience. We show that consumers use experts’ opinions to a greater extent than peers’, such that attitude change following a consumption experience is greater when consumers read peer (vs. expert) reviews.
[ to cite ]:
Travis Hancock and Ryan Elder (2012) ,"Whom to Trust? the Impact of Peer Vs. Expert Opinions on Consumption Experiences", 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: 1117-1117.