The Interplay of Personalized Product Recommendations and Popularity Information

Liane Nagengast, University of St. Gallen, Switzerland
Marc Linzmajer, University of St. Gallen, Switzerland
Melanie Bassett, University of St. Gallen, Switzerland
Thomas Rudolph, University of St. Gallen, Switzerland
This research tests the interplay of personalized product recommendations and product popularity information. Although both instruments support consumers in their purchase process and positively affect their attitudes and behaviors, results of a laboratory experiment show a negative interaction. An indication of popularity weakens the positive effects of personalized product recommendations.
[ to cite ]:
Liane Nagengast, Marc Linzmajer, Melanie Bassett, and Thomas Rudolph (2015) ,"The Interplay of Personalized Product Recommendations and Popularity Information", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 800-800.