Promoting Products Versus Outcomes to Impact the Decision Making Process: the Power of Recommending One Product

Mirjam van Ginkel, Erasmus University Rotterdam, The Netherlands
Benedict Dellaert, Erasmus University Rotterdam, The Netherlands
We investigate the impact of different types of communications on purchase decisions. Our contribution is to give insight in how generic and specific product recommendations can be combined best to steer consumers' mental representations of daily decisions and therefore to promote the product choices anticipated by the recommender.
[ to cite ]:
Mirjam van Ginkel and Benedict Dellaert (2011) ,"Promoting Products Versus Outcomes to Impact the Decision Making Process: the Power of Recommending One Product", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.