The Asymmetric Effect of Recommendation Signs on Consumer Choice Commitment

In this research, we show that commonly used recommendation signs (e.g., best seller), instead of assisting consumers during their decision-making, might make the decision process more complicated for consumers with a prevention (vs. promotion) focus and lead to negative consequences such as increasing the decision difficulty and decreasing choice commitment.


Arezou Ghiassaleh and Bruno Kocher (2018) ,"The Asymmetric Effect of Recommendation Signs on Consumer Choice Commitment", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 232-233.


Arezou Ghiassaleh, HEC Lausanne, Switzerland
Bruno Kocher, HEC Lausanne, Switzerland Sandor Czellar, HEC Lausanne, Switzerland


E - European Advances in Consumer Research Volume 11 | 2018

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