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.
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.
Merle Aurelie, Grenoble Ecole de Management, France
Anik St-Onge, ESG-UQAM, Canada
Sylvain Senecal, HEC Montreal, Canada
E - European Advances in Consumer Research Volume 11 | 2018
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