Shared Values, Trust, and Consumers’ Deference to Experts

Four studies find that consumers defer to experts who share their values. Experts’ values influenced purchase intentions and information-seeking for hedonic and utilitarian products (Studies 1–2) due to inferences about experts’ judgment (Study 3) and trustworthiness (Study 4). These findings present opportunities to marketers but also risks to consumers.



Citation:

Samuel Johnson, Max Rodrigues, and David Tuckett (2018) ,"Shared Values, Trust, and Consumers’ Deference to Experts", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 624-625.

Authors

Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA

Read More

Featured

Effects of Retail Food Sampling on Subsequent Purchases: Implications of Sampling Healthy versus Unhealthy Foods on Choices of Other Foods

Dipayan Biswas, University of South Florida, USA
Jeffrey Inman, University of Pittsburgh, USA
Johanna Held, University of Bayreuth

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.