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
Share Proceeding
Featured papers
See MoreFeatured
Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer
Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong
Featured
Mining Consumer Minds: How Airbnb Hosts’ Motivations Affect Their Retention and Pricing Decision
Jaeyeon Chung, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA
Yanyan Li, Columbia University, USA
Oded Netzer, Columbia University, USA
Matthew Pearson, Former User Experience Researcher at Airbnb
Featured
D9. Consumption Closure as a Driver of Positive Word of Mouth
Christina Saenger, Youngstown State University
Veronica Thomas, Towson University