The Reasons For Choosing Popular: Extending Naive Theories of Popularity With Uncertainty Reduction and Societal Value

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.



Citation:

Robert P.G. Goedegebure, Hans C.M. van Trijp, and Erica van Herpen (2017) ,"The Reasons For Choosing Popular: Extending Naive Theories of Popularity With Uncertainty Reduction and Societal Value", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 69-70.

Authors

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



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



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