The Pros and Cons of Multitagging in Online Retailing

To facilitate consumers’ keyword-searches and increase product-visibility, online retailers attach descriptive tags to their inventory. Though multiplying the number of tags does increase a given product’s visibility, we find doing so hurts how said product is perceived overall (i.e., product liking is reduced).


Amir Sepehri, Seyednasir Haghighibardineh, and Rod Duclos (2020) ,"The Pros and Cons of Multitagging in Online Retailing", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 676-678.


Amir Sepehri, Western University, Canada
Seyednasir Haghighibardineh, Washington State University, USA
Rod Duclos, Western University, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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