The Illusion of Avoiding Bias: How Correcting For Perceived Bias Can Make a Recommendation More Effective

This research shows that correcting for the influence of a product recommendation moderates source trustworthiness effects on behavioral intentions and can make a recommendation more effective. Study 1 shows that when consumers correct their judgments, differences in the effectiveness of recommendations from trusted and distrusted sources are eliminated. Study 2 suggests that the effect is mediated by the certainty with which consumers hold their judgments. Study 3 provides further support for the certainty explanation by replicating the effect when participants are subliminally primed with certainty and the source of recommendation is constant.


Francine Espinoza and Rebecca Hamilton (2009) ,"The Illusion of Avoiding Bias: How Correcting For Perceived Bias Can Make a Recommendation More Effective", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 623-624.


Francine Espinoza, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA


NA - Advances in Consumer Research Volume 36 | 2009

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