“I Was Told I Would Look Stupid”: the Effect of Negative Product Reviews on Image Concerns and the Product Usage of Existing Owners
Three experiments provide evidence that negative product reviews reduce future usage intentions for the current owners of that product. This effect is driven by the image concerns of appearing as an incompetent consumer for purchasing and owning products that are believed to be a bad choice from reviews.
Citation:
Matthew Philp and Marcelo-Vinhal Nepomuceno (2018) ,"“I Was Told I Would Look Stupid”: the Effect of Negative Product Reviews on Image Concerns and the Product Usage of Existing Owners ", 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: 263-264.
Authors
Matthew Philp, HEC Montréal, Canada
Marcelo-Vinhal Nepomuceno, HEC Montréal, Canada
Volume
E - European Advances in Consumer Research Volume 11 | 2018
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