Featuring Mistakes: The Persuasive Impact of Purchase Mistakes in Online Reviews
Abstract
Companies often feature positive consumer reviews on their websites and in their promotional materials in an attempt to increase sales. However, little is known about which particular positive reviews companies should leverage to optimize sales. Across four lab studies involving both hypothetical and real choices as well as field data from a retailer’s website (Sephora), the authors find that consumers are more likely to purchase a product if it...
Paper Details
Title
Featuring Mistakes: The Persuasive Impact of Purchase Mistakes in Online Reviews
Published Date
Oct 23, 2019
Journal
Volume
84
Issue
1
Pages
52 - 65
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Notes
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