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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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