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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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