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.
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.
Robert P.G. Goedegebure, Wageningen University, The Netherlands
Hans C.M. van Trijp, Wageningen University, The Netherlands
Erica van Herpen, Wageningen University, The Netherlands
LA - Latin American Advances in Consumer Research Volume 4 | 2017
F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.
Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University
The Effect of Identity Conflict on Price Sensitivity
Huachao Gao, University of Victoria
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA
When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project
Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel