The More Interest in the Product, the Merrier?

Yael Steinhart, Tel-Aviv University, Israel
Mike Kamins, SUNY-Stony Brook, USA
David Mazursky, Hebrew University, Israel
Avraham Noy, Haifa University, Israel
For functional products, the interest-of-many-others has a positive-effect on product choice and a negative-effect on regret. However for self-expressive products, the reverse occurs. Five studies explore underlying cause of these effects and detail boundary-conditions inclusive of outside product information, brand status and others’ personal characteristics.
[ to cite ]:
Yael Steinhart, Mike Kamins, David Mazursky, and Avraham Noy (2013) ,"The More Interest in the Product, the Merrier?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.