Certainty of Popularity: Extending Naive Theories of Popularity With Uncertainty Reduction

This research extends existing perspectives on effects of popularity on choice and demonstrates the existence of currently overlooked processes. Across five experiments, we show that, informed by naive theories, consumers use information of popularity to make inferences on uncertainty reduction to inform their choices over and above quality inferences.


Robert P.G. Goedegebure, Erica van Herpen, and Hans C.M. van Trijp (2017) ,"Certainty of Popularity: Extending Naive Theories of Popularity With Uncertainty Reduction", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 622-623.


Robert P.G. Goedegebure, Wageningen University, The Netherlands
Erica van Herpen, Wageningen University, The Netherlands
Hans C.M. van Trijp, Wageningen University, The Netherlands


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More


H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More


R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand

Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington 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.