Mark of Popularity Or Distrust? the Role of “Peer Purchase Number” As Cue Affecting Consumer Attitudes in the Web-Based Retail Context

Eun-Jung Lee, Kent State University, USA
Robert Jewell, Kent State University, USA
This study explores the role of peer purchase number (PPN) as social cue affecting consumer attitudes online. In our experiment, increased PPN positively affected company/product evaluations, trust, and affirmation. Compared to the control condition where no PPN information indicated, however, exposure of the small PPN negatively affected the attitudes.
[ to cite ]:
Eun-Jung Lee and Robert Jewell (2012) ,"Mark of Popularity Or Distrust? the Role of “Peer Purchase Number” As Cue Affecting Consumer Attitudes in the Web-Based Retail Context", 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: 1115-1115.