Positively Useless: Irrelevant Negative Information Enhances Positive Impressions
In a series of studies we show that irrelevant information, such as unhelpful user reviews, can enhance product appeal – if framed negatively. When unhelpful reviews appear alongside positive ones, consumers conclude that there is nothing negative to say about the product, which boosts the impact of the positive reviews.
Citation:
Meyrav Shoham, Sarit Moldovan, and Yael Steinhart (2015) ,"Positively Useless: Irrelevant Negative Information Enhances Positive Impressions", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 245-246.
Authors
Meyrav Shoham, Technion - Israel Institute of Technology, Israel
Sarit Moldovan, Technion - Israel Institute of Technology, Israel
Yael Steinhart, Tel-Aviv University, Israel
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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