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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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