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How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective

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  • Gupta, Pranjal
  • Harris, Judy
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    Abstract

    A laboratory experiment examines the effects of electronic word-of-mouth (e-WOM) on consumer consideration and choice of an experience product. Specifically, we manipulated the number of consumer recommendations and the optimality of the recommended product in a realistic online shopping environment. The results indicate that e-WOM is likely to result in more time considering the recommended product. For consumers more motivated to process information, e-WOM recommendations lead to more time spent on the choice task overall. Further, consumers with less motivation to process information make suboptimal decisions based on e-WOM recommendations. Consumers with a high motivation to process information are willing to accept recommendations and switch from declared attribute preferences, but choose only optimal products.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 9-10 (September)
    Pages: 1041-1049

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    Handle: RePEc:eee:jbrese:v:63:y::i:9-10:p:1041-1049

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Electronic word-of-mouth Consumer recommendations Internet buyer behavior Online decision making Choice quality Choice optimality;

    References

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    1. Senecal, Sylvain & Kalczynski, Pawel J. & Nantel, Jacques, 2005. "Consumers' decision-making process and their online shopping behavior: a clickstream analysis," Journal of Business Research, Elsevier, vol. 58(11), pages 1599-1608, November.
    2. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    3. Bone, Paula Fitzgerald, 1995. "Word-of-mouth effects on short-term and long-term product judgments," Journal of Business Research, Elsevier, vol. 32(3), pages 213-223, March.
    4. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. " Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 350-62, December.
    5. Rosen, Dennis L & Olshavsky, Richard W, 1987. " A Protocol Analysis of Brand Choice Strategies Involving Recommendations," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 440-44, December.
    6. Inman, J Jeffrey & McAlister, Leigh & Hoyer, Wayne D, 1990. " Promotion Signal: Proxy for a Price Cut?," Journal of Consumer Research, University of Chicago Press, vol. 17(1), pages 74-81, June.
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    Citations

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    Cited by:
    1. Claire Roederer & Marc Filser, 2011. "e-voicing an opinion on a brand," Post-Print hal-00600695, HAL.
    2. Hu, Nan & Liu, Ling & Tripathy, Arindam & Yao, Lee J., 2011. "Value relevance of blog visibility," Journal of Business Research, Elsevier, vol. 64(12), pages 1361-1368.

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