Consumers’ Emotional and Behavioral Reactions to Personalized Product Recommendations Through Mobile Apps

Liane Nagengast, University of St. Gallen, Switzerland
Melanie Bassett, University of St. Gallen, Switzerland
Thomas Rudolph, University of St. Gallen, Switzerland
We analyze how mobile apps influence the effects of personalized product recommendations on different outcomes. Personalization elicits stronger positive emotions if communicated through mobile apps (vs. e-mail newsletters). Moreover, the personalization of product recommendations and the use of mobile apps increase customer inspiration and purchase intentions for the recommended product.
[ to cite ]:
Liane Nagengast, Melanie Bassett, and Thomas Rudolph (2015) ,"Consumers’ Emotional and Behavioral Reactions to Personalized Product Recommendations Through Mobile Apps", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 800-800.