This Product Fits So Well on You! the Impact of Sources When Receiving Online Positive Feedback on Confidence in Fit For Appearance-Related Products

In the virtual retail context, consumers can be exposed to positive feedback from different sources (agents or friends). This research demonstrates how a positive feedback from different sources can affect the confidence in product fit. This study also measures the impact of the source on the relevance of the message.



Citation:

Merle Aurelie, Anik St-Onge, and Sylvain Senecal (2018) ,"This Product Fits So Well on You! the Impact of Sources When Receiving Online Positive Feedback on Confidence in Fit For Appearance-Related Products", 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: 287-287.

Authors

Merle Aurelie, Grenoble Ecole de Management, France
Anik St-Onge, ESG-UQAM, Canada
Sylvain Senecal, HEC Montreal, Canada



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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