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

Pranjal Gupta and Judy Harris

Journal of Business Research, 2010, vol. 63, issue 9-10, 1041-1049

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.

Keywords: Electronic; word-of-mouth; Consumer; recommendations; Internet; buyer; behavior; Online; decision; making; Choice; quality; Choice; optimality (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (54)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y::i:9-10:p:1041-1049

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