Understanding the Framing of Recommendations
We investigate how recommendation framing affects consumers’ propensity to follow product recommendations. Five studies reveal when and why 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”).
Jia Gai and Anne-Kathrin Klesse (2018) ,"Understanding the Framing of Recommendations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 549-550.
Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
NA - Advances in Consumer Research Volume 46 | 2018
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Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA
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Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School
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Andrew Perkins, Washington State University, USA
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