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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

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.

Suggested Citation

  • Gupta, Pranjal & Harris, Judy, 2010. "How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1041-1049, September.
    • Handle: RePEc:eee:jbrese:v:63:y::i:9-10:p:1041-1049
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    References listed on IDEAS

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