Best-Seller Or Your-Style Recommendation Sign?: Effect of Self-Construal on Inclination Towards Inter- Vs. Intrapersonal Norm
This research demonstrates how self-construal determines the way people react to different types of norm-based recommendations. We found that inter-(vs. intra-)personal norm-based recommendations such as Best-Seller (vs. Your-Style) signs have a stronger effect on recommendation evaluation, choice of the recommended product, and post-choice evaluation among interdependent (vs. independent) participants.
Jae-Eun Namkoong and Susan Broniarczyk (2011) ,"Best-Seller Or Your-Style Recommendation Sign?: Effect of Self-Construal on Inclination Towards Inter- Vs. Intrapersonal Norm", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Jae-Eun Namkoong, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA
NA - Advances in Consumer Research Volume 38 | 2011
Ineffective Altruism: Giving Less When Donations Do More
Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA
Don't Troll Me Bro: A Study of Griefing in Video Games
Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University
Accounting For Gains From Discounted Credit
Andong Cheng, University of Delaware, USA
Ernest Baskin, Yale University, USA