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
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
All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals
Hristina Nikolova, Boston College, USA
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