Sandor Czellar

Sandor Czellar

Sandor Czellar is a researcher and co-author of the 2020 International Journal of Research in Marketing paper on popularity signs and consumer choice behaviour.

Who they are

The work of Sandor Czellar reaches this site through the paper listed below. The name is tied to Popularity Signs.

Key papers

Ghiassaleh, A., Kocher, B., & Czellar, S. (2020). Best seller!? Unintended negative consequences of popularity signs on consumer choice behavior. International Journal of Research in Marketing, 37(4), 805-820. What it reports: Seven studies on popularity signs such as best seller and top rated. Negative effects on consumers with a prevention focus as opposed to a promotion focus: signs made the decision more complex, widened the consideration set, increased choice uncertainty and reduced choice commitment. Authors suggest targeted marketing.

Key ideas

Popularity Signs: Labels such as most popular, best seller or top rated that tell a buyer what other buyers have chosen.

Sources

  1. Ghiassaleh, A., Kocher, B., & Czellar, S. (2020). Best seller!? Unintended negative consequences of popularity signs on consumer choice behavior. International Journal of Research in Marketing, 37(4), 805-820.