Mark of Popularity Or Distrust? the Role of “Peer Purchase Number” As Cue Affecting Consumer Attitudes in the Web-Based Retail Context
This study explores the role of peer purchase number (PPN) as social cue affecting consumer attitudes online. In our experiment, increased PPN positively affected company/product evaluations, trust, and affirmation. Compared to the control condition where no PPN information indicated, however, exposure of the small PPN negatively affected the attitudes.
Eun-Jung Lee and Robert Jewell (2012) ,"Mark of Popularity Or Distrust? the Role of “Peer Purchase Number” As Cue Affecting Consumer Attitudes in the Web-Based Retail Context", 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: 1115-1115.
Eun-Jung Lee, Kent State University, USA
Robert Jewell, Kent State University, USA
NA - Advances in Consumer Research Volume 40 | 2012
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