The Impact of Feedback on Recommendations: What Happens When Others Dislike the Recommendation

The current research examines what happens when a consumer recommends an experience to another person and receives positive versus negative feedback on this recommendation. In particular, we find that when consumers make other-focused recommendations, negative feedback is threatening, causing them to decrease their subsequent word of mouth for that experience.



Citation:

Virginia Weber, Jennifer Argo, and Spencer Moore (2019) ,"The Impact of Feedback on Recommendations: What Happens When Others Dislike the Recommendation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 286-290.

Authors

Virginia Weber, Deakin University, Australia
Jennifer Argo, University of Alberta, Canada
Spencer Moore, University of South Carolina, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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