The Asymmetric Effect of Recommendation Signs on Consumer Choice Commitment

Ghiassaleh, Arezou; Kocher, Bruno; Czellar, Sandor

Abstract

In this research, we show that commonly used recommendation signs (e.g., best seller), instead of assisting consumers during their decision-making, might make the decision process more complicated for consumers with a prevention (vs. promotion) focus and lead to negative consequences such as increasing the decision difficulty and decreasing choice commitment.

Citation

Ghiassaleh, A., Kocher, B., & Czellar, S. (2018, January). The Asymmetric Effect of Recommendation Signs on Consumer Choice Commitment. Presented at Association for Consumer Research, Ghent, Belgium

• Presentation Conference Type: Conference Paper (published)
• Conference Name: Association for Consumer Research
• Start Date: Jan 22, 2018
• Online Publication Date: Jan 22, 2018
• Publication Date: Jan 22, 2018
• Deposit Date: Jan 22, 2024
• Pages: 232-233
• Book Title: E - European Advances in Consumer Research Volume 11, Association for Consumer Research
• Public URL: https://durham-repository.worktribe.com/output/2160768
• Publisher URL: https://www.acrwebsite.org/volumes/1700218/volumes/v11e/E-11