Which Recommendation Label Can Induce Higher Willingness-To-Pay?

Companies create various product recommendations to improve the online shopping experience. Across three studies, this work demonstrates that ranking-based recommendation labels reinforce e-shoppers’ quality-assessment-belief, which in turn elicits a higher willingness-to-pay than the non-ranking-based ones. This effect is moderated by the congruency of consensus attributes and perceived price differences.


Lina Xu and Michael Hyman (2021) ,"Which Recommendation Label Can Induce Higher Willingness-To-Pay?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 898-898.


Lina Xu, New Mexico State University
Michael Hyman, New Mexico State University


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?

David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada

Read More


All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals

Hristina Nikolova, Boston College, USA

Read More


Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success

Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.