How Mere Manager Response Influences Product Evaluations
Using four experiments, we show that the mere presence of manager responses enhances prospective customers’ product evaluations and purchase intentions by shaping customers’ perception of firms’ responses to negative issues in reviews. This research highlights the underexplored issue of eWOM intervention and provides practical implications for managing online reviews.
Citation:
Vincentia Yuen and Michael Tsiros (2020) ,"How Mere Manager Response Influences Product Evaluations", 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: 806-807.
Authors
Vincentia Yuen, University of Miami, USA
Michael Tsiros, University of Miami, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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