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.
Citation:
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.
Authors
Matthew Philp, Ryerson University
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Out of Your League: Women’s Luxury Products as Signals to Men
Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University
Featured
A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior
Julian K Saint Clair, Loyola Marymount University, USA
Featured
Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences
Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA