When Moderation Fosters Persuasion: the Persuasive Power of Deviatory Reviews
When people seek to persuade others to purchase a product, they often review it extremely favorably. However, we find that a moderately positive review can sometimes be more persuasive: When the perceived default evaluation is extremely positive, moderately positive reviews that deviate from that default are more persuasive.
Daniella Kupor and Zakary Tormala (2017) ,"When Moderation Fosters Persuasion: the Persuasive Power of Deviatory Reviews", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 181-185.
Daniella Kupor, Boston University, USA
Zakary Tormala, Stanford University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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