The More Interest in the Product, the Merrier?

For functional products, the interest-of-many-others has a positive-effect on product choice and a negative-effect on regret. However for self-expressive products, the reverse occurs. Five studies explore underlying cause of these effects and detail boundary-conditions inclusive of outside product information, brand status and others’ personal characteristics.


Yael Steinhart, Mike Kamins, David Mazursky, and Avraham Noy (2013) ,"The More Interest in the Product, the Merrier?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Yael Steinhart, Tel-Aviv University, Israel
Mike Kamins, SUNY-Stony Brook, USA
David Mazursky, Hebrew University, Israel
Avraham Noy, Haifa University, Israel


NA - Advances in Consumer Research Volume 41 | 2013

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