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
Share Proceeding
Featured papers
See MoreFeatured
Consumer Perceptions of Environmental ‘Win-Wins’
Tamar Makov, Yale University, USA
George Newman, Yale University, USA
Featured
When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA
Featured
How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising
Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA