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



Share Proceeding

Featured papers

See More

Featured

Cultivating Collaboration and Value Cocreation in Consumption Journeys

Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA

Read More

Featured

N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits

Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore

Read More

Featured

“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility for Helping Brands Recover from Transgressions

Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
Christina Kuchmaner, Kent State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.