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 MoreFeatured
O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.
Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA
Featured
A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior
Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA
Featured
The Effects of Being Time Poor and Time Rich on Happiness
Marissa Sharif, University of Pennsylvania, USA
Cassie Mogilner, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA