Following the Blind: How Expertise and Endorsement Style Impact Word of Mouth Persuasion

Grant Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
Five studies demonstrate that because novices are less aware of preference heterogeneity, they tend to use more persuasive, explicit language than experts when endorsing products online (i.e. “I recommend it”). Because novices are more likely to recommend inferior products, word of mouth information leads recipients to make sub-optimal choices.
[ to cite ]:
Grant Packard and Jonah Berger (2015) ,"Following the Blind: How Expertise and Endorsement Style Impact Word of Mouth Persuasion", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 157-162.