The Impact of Comparative Product Quality Information in a Multi-Product Context
The study examines so far unknown negative effects of products’ TPPRs (third-party product reviews) on competitive products within and across product categories. In seven studies, we investigate the underlying psychological mechanism as well as relevant boundary conditions concerning characteristics of the competitive and the rated products, and consumers.
Christoph Mai, Nicole Koschate-Fischer, and Andreas Fürst (2020) ,"The Impact of Comparative Product Quality Information in a Multi-Product Context", 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: 522-523.
Christoph Mai, University of Erlangen-Nuremberg
Nicole Koschate-Fischer, University of Erlangen-Nuremberg
Andreas Fürst, University of Erlangen-Nuremberg
NA - Advances in Consumer Research Volume 48 | 2020
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