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.
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.
Matthew James Hall, Oregon State University, USA
Jamie D. Hyodo, University of Nebraska-Lincoln, USA
Kirk Kristofferson, Ivey Business School, Canada
NA - Advances in Consumer Research Volume 48 | 2020
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