Are You One of Us? Regaining Online Credibility Through Collaborative Product Development

Laurel Aynne Cook, University of Arkansas, USA
Ronn J. Smith, University of Arkansas, USA
The knowledge of a product’s collaborative development is explored (Study 1) and experimentally tested (Studies 2 and 3) to determine differences in multiple measures of trust and source credibility regarding toy companies. Using three samples of adult parents, the results have important implications regarding brand and product discourse between consumers.
[ to cite ]:
Laurel Aynne Cook and Ronn J. Smith (2013) ,"Are You One of Us? Regaining Online Credibility Through Collaborative Product Development", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.