20-K: Provision of Sales Volume Information Influences Consumers’ Preferences Via Perceived Purchase and Word-Of-Mouth Popularity

Across three experiments, we show that when consumers are presented with both the number of online reviews and the number of sales, many of them use the ratio between these numbers – the reviewer percentage – to infer a product’s “word-of-mouth popularity”, which is distinct from a product’s “purchase popularity”.



Citation:

Adrian Camilleri (2017) ,"20-K: Provision of Sales Volume Information Influences Consumers’ Preferences Via Perceived Purchase and Word-Of-Mouth Popularity ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1016-1016.

Authors

Adrian Camilleri, RMIT University, Australia



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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