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.


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.


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


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments

Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France

Read More


Visualizing Price Magnitude: How Slider Scales Change Willingness-to-Pay

Manoj Thomas, Cornell University, USA
Ellie Kyung, Dartmouth College, USA

Read More


Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices

Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA

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.