Adverse Effects of Online Product Recommendations

The increasing breadth and complexity of product information available in the marketplace, especially online, has increased the difficulty of many consumer decisions. Previous research has hailed electronic recommendation agents as coming to the rescue by helping consumers process this information and form consideration sets. However, we report the results of an experiment in which use of an electronic recommendation agent negatively impacted participants’ choice satisfaction, sensory experience, attitudes, and purchase intentions. The data support our hypothesis that use of an electronic recommendation agent leads consumers to overweight utilitarian product attributes and underweight hedonic attributes in choice.


Joseph Lajos, Amitava Chattopadhyay, and Kishore Sengupta (2012) ,"Adverse Effects of Online Product Recommendations", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 350-353.


Joseph Lajos, HEC Paris, France
Amitava Chattopadhyay, INSEAD
Kishore Sengupta, INSEAD


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

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