Unintended Negative Consequences of Product Recommendations Among Prevention Focused Consumers

Results of a behavioral experiment involving real product choices show that the provision of product recommendations decreases consumers’ choice commitment when they have a prevention focus but not when they have a promotion focus and that this moderating effect of regulatory focus is mediated by decision difficulty.



Citation:

Arezou Ghiassaleh, Bruno Kocher, and Joseph Lajos (2016) ,"Unintended Negative Consequences of Product Recommendations Among Prevention Focused Consumers", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 732-732.

Authors

Arezou Ghiassaleh, University of Lausanne, Switzerland
Bruno Kocher, University of Lausanne, Switzerland
Joseph Lajos, University of Lausanne, Switzerland



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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