You Didn’T Take My (Uncertain) Advice? Examining the Effects of Confidence and Recommendation Outcomes on Recommender Preferences

Recommendations constitute public commitment to a product. Nevertheless, we demonstrate that recommenders reduce future choice away from their recommended product if their advice is not followed (unfulfilled recommendation). This switching occurs when consumers recommend with less-than-full confidence, leading them to use others’ choices to make inferences about the recommended product.



Citation:

Matthew James Hall, Jamie D. Hyodo, and Kirk Kristofferson (2020) ,"You Didn’T Take My (Uncertain) Advice? Examining the Effects of Confidence and Recommendation Outcomes on Recommender Preferences", 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: 1058-1053.

Authors

Matthew James Hall, Oregon State University, USA
Jamie D. Hyodo, University of Nebraska-Lincoln, USA
Kirk Kristofferson, Ivey Business School, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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