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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