13-L: When Dissimilar Others Positively Impact Online Purchase Intentions

Rahil Hosseini, Pompeu Fabra University, Spain
Ana Valenzuela, Baruch College, USA & ESADE Business School, Spain
Maria Galli, ESADE Business School, Spain
Research on the influence of others in product adoption has generally found a positive role of similar-other product advocates. We study the influence of dissimilar-other product advocates in online contexts and find that, dissimilar advocates can encourage product adoption by catering to certain motivations, particularly when perceived social presence increases.
[ to cite ]:
Rahil Hosseini, Ana Valenzuela, and Maria Galli (2017) ,"13-L: When Dissimilar Others Positively Impact Online Purchase Intentions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1033-1033.