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
K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements
Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen
Featured
K10. The Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada
Featured
The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas