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Consumers’ response to weak unique selling propositions: Implications for optimal product recommendation strategy

Fabio Caldieraro and Marcus Cunha

International Journal of Research in Marketing, 2022, vol. 39, issue 3, 724-744

Abstract: We use a multi-method approach (analytical model and behavioral experiment) to investigate product recommendations based on less-important attributes (weak unique selling proposition, USP). We consider multiple scenarios in which a recommender’s level of expertise (knowledge about product attributes and their importance) and bias (preference for the firm as opposed to consumers) operate as cues for consumers to evaluate the recommender’s message.

Keywords: Advertising; Information disclosure; Information provision; Product recommendations; Unique selling proposition (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1016/j.ijresmar.2021.11.003

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Handle: RePEc:eee:ijrema:v:39:y:2022:i:3:p:724-744