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  4. Best Seller!? Unintended Negative Consequences of Popularity Signs on Consumer Choice Behavior
 
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Best Seller!? Unintended Negative Consequences of Popularity Signs on Consumer Choice Behavior

Auteur(s)
Ghiassaleh, Arezou
Kocher, Bruno 
Institut de management 
Czellar, Sandor
Date de parution
2020-6-5
In
International Journal of Research in Marketing
Vol.
4
No
37
De la page
805
A la page
820
Revu par les pairs
1
Mots-clés
  • Popularity signs
  • Regulatory focus
  • Consideration set
  • Choice commitment
  • Popularity signs

  • Regulatory focus

  • Consideration set

  • Choice commitment

Résumé
Popularity signs (e.g., “best seller”, “top rated”) are frequently employed by marketers to help consumers in their purchase decisions. Whereas extant research focused mostly on the positive aspects of such a strategy, we demonstrate that it can also have adverse effects on consumer post-choice behavior. Depending on consumer regulatory orientation, such popularity signs can make the decision task more complex and increase feelings of uncertainty. The results of seven studies, including real choice decisions and field data, show that the provision of popu- larity signs can have negative consequences on consumers with a prevention (vs. promotion) focus by increasing the heterogeneity of their consideration set, which in turn is associated with an increase in choice uncertainty and a decrease in choice commitment. Beyond their the- oretical significance, our findings shed novel light on the ways to implement popularity signs for a more efficiently targeted marketing effort.
Identifiants
https://libra.unine.ch/handle/123456789/29843
Type de publication
journal article
Dossier(s) à télécharger
 main article: 2022-01-21_3290_9852.pdf (572.04 KB)
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