Best seller!? Unintended negative consequences of popularity signs on consumer choice behavior
Ghiassaleh, Kocher and Czellar, International Journal of Research in Marketing 37(4), 2020, 805-820. 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.
Ghiassaleh, Kocher and Czellar, International Journal of Research in Marketing 37(4), 2020, 805-820. 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.
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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. doi:10.1016/j.ijresmar.2020.04.003 https://doi.org/10.1016/j.ijresmar.2020.04.003