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.
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.
Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London
NA - Advances in Consumer Research Volume 46 | 2018
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