Everyone Likes This Movie! Consensus Language Increases the Influence of Weak Ties Over Strong Ties in Product Recommendations

Four studies demonstrate that although people often rely on the opinion of strong ties, weak ties are more influential when they use consensus expressions to support their opinion (e.g. “everyone is talking about this”) because people infer that they imply a greater consensus circle (i.e. relate to a larger group).



Citation:

Jeff Lee and Ann Kronrod (2016) ,"Everyone Likes This Movie! Consensus Language Increases the Influence of Weak Ties Over Strong Ties in Product Recommendations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 32-36.

Authors

Jeff Lee, Massachusetts Institute of Technology, USA
Ann Kronrod, Boston University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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