The Specificity Heuristic: Consumer Evaluations of Expert Recommendation

This research investigates how consumers evaluate expert advice in the presence of little diagnostic information. We document the use of a specificity heuristic according to which advisors are perceived as more knowledgeable the more specific their recommendation. Five studies demonstrate the specificity heuristic and identify boundary conditions.



Citation:

Mauricio Palmeira and Gerri Spassova (2012) ,"The Specificity Heuristic: Consumer Evaluations of Expert Recommendation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 653-654.

Authors

Mauricio Palmeira, Monash University, Australia
Gerri Spassova, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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