Whom to Trust? the Impact of Peer Vs. Expert Opinions on Consumption Experiences

We demonstrate the differential impact of peer versus expert reviews on pre-purchase attitudes and post-purchase consumption experience. We show that consumers use experts’ opinions to a greater extent than peers’, such that attitude change following a consumption experience is greater when consumers read peer (vs. expert) reviews.



Citation:

Travis Hancock and Ryan Elder (2012) ,"Whom to Trust? the Impact of Peer Vs. Expert Opinions on Consumption Experiences", 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: 1117-1117.

Authors

Travis Hancock, Brigham Young University, USA
Ryan Elder, Brigham Young University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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