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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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