Certainty of Popularity: Extending Naive Theories of Popularity With Uncertainty Reduction

Robert P.G. Goedegebure, Wageningen University, The Netherlands
Erica van Herpen, Wageningen University, The Netherlands
Hans C.M. van Trijp, Wageningen University, The Netherlands
This research extends existing perspectives on effects of popularity on choice and demonstrates the existence of currently overlooked processes. Across five experiments, we show that, informed by naive theories, consumers use information of popularity to make inferences on uncertainty reduction to inform their choices over and above quality inferences.
[ to cite ]:
Robert P.G. Goedegebure, Erica van Herpen, and Hans C.M. van Trijp (2017) ,"Certainty of Popularity: Extending Naive Theories of Popularity With Uncertainty Reduction", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 622-623.