Recommended Products As Complements Or Substitutes: the Role of Recommendation Framing

We examine the impact of different framings of recommendations on consumers’ likelihood to follow them. We find that consumers are more likely to follow recommendations that are framed as user-based (e.g., “People who like this also like”) rather than item-based (e.g., “More products in this category”).



Citation:

Phyliss J. Gai and Anne-Kathrin Klesse (2018) ,"Recommended Products As Complements Or Substitutes: the Role of Recommendation Framing ", 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: 234-235.

Authors

Phyliss J. Gai, RSM Erasmus University, The Netherlands
Anne-Kathrin Klesse, RSM Erasmus University, The Netherlands



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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