Context Effects of Recommendations Are Stronger Than Those of Psychological Distance Or Direction of Comparison

Shuzo Abe, Yokohama National University
Yoshiyuki Okuse, Senshu University
Takashi Ideno, Waseda University
Yuki Tamari, Waseda University
Kazuhisa Takemura, Waseda University
Although the effect of psychological distance and prospect theory has been broadly witnessed in recent consumer research, these effects seem to vanish when comparison takes place in the context of recommendation. This study serves as a warning against an overly optimistic view of the applicability of these popular theories.
[ to cite ]:
Shuzo Abe, Yoshiyuki Okuse, Takashi Ideno, Yuki Tamari, and Kazuhisa Takemura (2015) ,"Context Effects of Recommendations Are Stronger Than Those of Psychological Distance Or Direction of Comparison", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 775-775.