The Effect of Product Reviews on Post-Purchase Usage: the Role of Consumer Incompetence Image Concerns
Four studies provide evidence that negative product reviews reduce future usage for current owners of the reviewed product. This effect is driven by the image concerns of appearing as an incompetent consumer for purchasing and owning products that are believed to be a poor value choice from reviews.
Matthew Philp and Marcelo Vinhal Nepomuceno (2020) ,"The Effect of Product Reviews on Post-Purchase Usage: the Role of Consumer Incompetence Image Concerns", 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: 586-587.
Matthew Philp, Ryerson University
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
NA - Advances in Consumer Research Volume 48 | 2020
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