How Consumer Power Affects Recommendations in the Online Environment

We find that consumers with power exercise influence by generating recommendations in the online environment. Four studies demonstrate that power predicts the tendency to generate online recommendations and systematically affects recommendation content. Powerful consumers' need to influence mediates this effect and the perceived potential for influence moderates it.


Inbal Stockheim, Shai Danziger, and Liat Levontin (2016) ,"How Consumer Power Affects Recommendations in the Online Environment", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 639-640.


Inbal Stockheim, Tel Aviv University, Israel
Shai Danziger, Tel Aviv University, Israel
Liat Levontin, Technion University, Israel


NA - Advances in Consumer Research Volume 44 | 2016

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