13-L: When Dissimilar Others Positively Impact Online Purchase Intentions

Research on the influence of others in product adoption has generally found a positive role of similar-other product advocates. We study the influence of dissimilar-other product advocates in online contexts and find that, dissimilar advocates can encourage product adoption by catering to certain motivations, particularly when perceived social presence increases.


Rahil Hosseini, Ana Valenzuela, and Maria Galli (2017) ,"13-L: When Dissimilar Others Positively Impact Online Purchase Intentions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1033-1033.


Rahil Hosseini, Pompeu Fabra University, Spain
Ana Valenzuela, Baruch College, USA & ESADE Business School, Spain
Maria Galli, ESADE Business School, Spain


NA - Advances in Consumer Research Volume 45 | 2017

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