When Making It Easy Leads to Working Harder: the Effects of Popularity Cues on Consumer Decision Making

Contrary to conventional wisdom, consensus information (e.g., indications of a product’s popularity) often increases rather than decreases consumers’ attention to product attribute information and consequently increases the effects of this information on their product evaluations. We obtain evidence of this increase and circumscribe the conditions in which this occurs.



Citation:

Erin Younhee Ha, Tiffany B. White, and Robert S. Wyer (2012) ,"When Making It Easy Leads to Working Harder: the Effects of Popularity Cues on Consumer Decision Making", 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: 765-766.

Authors

Erin Younhee Ha, University of Illinois at Urbana-Champaign, USA
Tiffany B. White, University of Illinois at Urbana-Champaign, USA
Robert S. Wyer, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing

Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand

Read More

Featured

The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement

Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.