“Me” Likes Expert Reviews and “We” Like Consumer Reviews: Moderating of Product Newness

Zhiyong Yang, University of Texas at Arlington, USA
Narayan Janakiraman, University of Texas at Arlington, USA
Zhenfeng Ma, Wilfrid Laurier University, Canada
Ritesh Saini, University of Texas at Arlington, USA
Two studies show that when product is new, customer review is more effective for the interdependents (vs. independents), whereas expert review is more effective for the independents (vs. interdependents). When product is not new, the opposite pattern occurs. This is because perceived efficacy of information is shifted by product newness.
[ to cite ]:
Zhiyong Yang, Narayan Janakiraman, Zhenfeng Ma, and Ritesh Saini (2013) ,"“Me” Likes Expert Reviews and “We” Like Consumer Reviews: Moderating of Product Newness", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.