Dr Arezou Ghiassaleh arezou.ghiassaleh@durham.ac.uk
Assistant Professor
Best Seller!? Unintended negative consequences of popularity signs on consumer choice behavior
Ghiassaleh, A.; Kocher, B.; Czellar, S.
Authors
B. Kocher
S. Czellar
Abstract
Popularity signs (e.g., “best seller”, “top rated”) are frequently employed by marketers to help consumers in their purchase decisions. Whereas extant research has 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 popularity signs can have negative consequences on consumers with a prevention (vs. promotion) focus by increasing the heterogeneity of their consideration set, increasing their choice uncertainty, and, consequently, decreasing their choice commitment. Beyond their theoretical significance, our findings shed novel light on the ways to implement popularity signs for a more efficiently targeted marketing effort.
Citation
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. https://doi.org/10.1016/j.ijresmar.2020.04.003
Journal Article Type | Article |
---|---|
Acceptance Date | Nov 18, 2019 |
Online Publication Date | Jun 5, 2020 |
Publication Date | Jan 1, 2020 |
Deposit Date | Nov 19, 2019 |
Publicly Available Date | Dec 5, 2021 |
Journal | International Journal of Research in Marketing |
Print ISSN | 0167-8116 |
Publisher | Elsevier |
Peer Reviewed | Peer Reviewed |
Volume | 37 |
Issue | 4 |
Pages | 805-820 |
DOI | https://doi.org/10.1016/j.ijresmar.2020.04.003 |
Public URL | https://durham-repository.worktribe.com/output/1283225 |
Files
Accepted Journal Article (Revised version)
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Publisher Licence URL
http://creativecommons.org/licenses/by-nc-nd/4.0/
Copyright Statement
Revised version © 2020 This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
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