Following the Blind: How Expertise and Endorsement Style Impact Word of Mouth Persuasion
Five studies demonstrate that because novices are less aware of preference heterogeneity, they tend to use more persuasive, explicit language than experts when endorsing products online (i.e. “I recommend it”). Because novices are more likely to recommend inferior products, word of mouth information leads recipients to make sub-optimal choices.
Grant Packard and Jonah Berger (2015) ,"Following the Blind: How Expertise and Endorsement Style Impact Word of Mouth Persuasion", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 157-162.
Grant Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
NA - Advances in Consumer Research Volume 43 | 2015
Signaling Fun: Anticipated Sharing Leads to Hedonic Choice
Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences
Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
Can “Related Articles” Correct Misperceptions from False Information on Social Media?
Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA