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“I love it” or “I hate it”? The positivity effect in stated preferences for agent evaluation

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  • Andrew Gershoff
  • Ashesh Mukherjee
  • Anirban Mukhopadhyay

Abstract

Consumers often interact with agents to obtain advice about products and services. A consumer’s evaluation of an agent as a source of personalized advice depends, in part, on the extent to which the consumer believes the agent knows and shares her tastes. In this research, we show a positivity effect in the agent evaluation process, whereby consumers perceive alternatives they love (compared to hate) to be more informative to agents about their tastes, and hence more diagnostic to agents for predicting their future evaluations. Further, we show that this positivity effect is moderated by the agent’s level of agreement with the consumer, and is driven by the greater accessibility of information about loved, compared to hated, alternatives. We discuss the implications of these results for interpersonal judgments and agent choice. Copyright Springer Science + Business Media, Inc. 2006

Suggested Citation

  • Andrew Gershoff & Ashesh Mukherjee & Anirban Mukhopadhyay, 2006. "“I love it” or “I hate it”? The positivity effect in stated preferences for agent evaluation," Marketing Letters, Springer, vol. 17(2), pages 103-117, April.
    • Handle: RePEc:kap:mktlet:v:17:y:2006:i:2:p:103-117
    DOI: 10.1007/s11002-006-4594-8
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    References listed on IDEAS

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    Cited by:

    1. Inés López López & Salvador Ruiz de Maya, 2012. "When hedonic products help regulate my mood," Marketing Letters, Springer, vol. 23(3), pages 701-717, September.
    2. Muhammad Taqi, "undated". "Development Of Brand Hate Through Electronic Marketing," Review of Socio - Economic Perspectives 202070, Reviewsep.

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