The Use of Rankings in Uncertainty Reduction Efforts: a Basis Paradigm

Simon Quaschning, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
Rankings are widely used but little research has examined their influence on consumer decision making. Nevertheless, rankings may play an important role in an uncertain choice situation. Consistent with this speculation, this study shows that rankings inform consumer preferences. Still, their effect depends on several consumer characteristics.
[ to cite ]:
Simon Quaschning, Iris Vermeir, and Mario Pandelaere (2011) ,"The Use of Rankings in Uncertainty Reduction Efforts: a Basis Paradigm", 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.