Too Much of a Good Thing? How Misaligned Signals of Popularity Diminish Product Appeal

A high volume of sales or a large number of reviews can enhance product appeal. However, sometimes these two signals are misaligned: there are relatively few or many reviews compared to the volume of sales. We show how this lack of fit can affect consumer inferences and reduce product appeal.


Sarit Moldovan, Meyrav Shoham, and Yael Steinhart (2020) ,"Too Much of a Good Thing? How Misaligned Signals of Popularity Diminish Product Appeal", 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: 546-547.


Sarit Moldovan, The Open University of Israel
Meyrav Shoham, Tel Aviv University, Israel
Yael Steinhart, Coller School of Management Tel Aviv University


NA - Advances in Consumer Research Volume 48 | 2020

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