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
K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis
Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA
Featured
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Featured
The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA