The Assimilative and Contrastive Effects of Word-of-Mouth Volume: An Experimental Examination of Online Consumer Ratings

The popularity of online rate-and-review websites has increased the importance of word-of-mouth (WOM) volume (number of ratings) yet the retail literature has not paid adequate attention to understanding its impact. This paper highlights WOM volume as a high-scope, decision-making cue upon which the influence of other WOM-relevant characteristics on a WOM message's persuability depends. We begin, via a pretest, by demonstrating the intuitive expectation that high volume, relative to low volume, accentuates or assimilates perceptions of positivity or negativity of WOM targets. Then, through two experimental studies, we show that depending upon how high volume interacts with WOM consensus and consumer decision precommitment, it can contrast preference away from the valence of a target also. In our third and final experimental study, we demonstrate that consumers differ in their susceptibility to the influence of high volume. Those with a higher desire to be different from others, compared to those with a higher desire to be similar, are resistant to high volume's assimilative sway and do not show the valence-accentuating effects demonstrated in the pretest. Retail managers and researchers should find these insights about the different roles of WOM volume beneficial.     

Moral Judgment and its Impact on Business-to-Business Sales Performance and Customer Relationships

For many years, researchers and practitioners have sought out meaningful indicators of sales performance. Yet, as the concept of performance has broadened, the understanding of what makes up a successful seller, has become far more complicated. The complexity of buyer–seller relationships has changed therefore as the definition of sales performance has expanded, cultivating a growing interest in ethical/unethical actions since they could potentially have impacts on sales performance. Given this environment, the purpose of this study is to explore the impact of moral judgment on sales performance and sellers engaging in a customer-oriented selling approach. Specifically, by utilizing a sample of 345 business-to-business salespeople, this study examines the relationships between moral judgment, customer-oriented selling, and outcome and behavior based performance. Results, managerial implications, and opportunities for future research are provided.     

Index of Consumer Expectations: Food Price Effects and Durable Goods Expenditures

The Index of Consumer Expectations (ICE), which includes expenditures on durable goods, has been adopted as a leading indicator of national economic activity. A rational expectations model of the ICE was developed and the economic determinants of consumers' expectations were estimated. Aggregate expenditures on durable goods were explained by an endogenous ICE and sentiment about current economic conditions. Consumers were more likely to purchase durable goods when they felt better off in the current period relative to the future.     

Selecting Pesticides and Nonchemical Alternatives: Green Thumbs' Rules of Thumb Decision Tools

This study of a sample of home gardeners indicates that rules of thumb, or heuristics, are used to select between chemical pesticides and nonchemical alternatives. Such rules of thumb serve to simplify otherwise complicated choice decisions. Heuristics commonly used to choose pesticides include how safe, effective, efficacious, and economical they are, whereas for alternative products consumers more often take into account convenience, efficiency, competency, and handiness. Generally, in an overall ranking of 24 individual choice attributes, pesticies rank low on these attributes where alternatives rank high and vice versa. Gender, age, and years using pesticides are significantly correlated with pesticide selection.     

Investigation of the Effects of Disclosure Statements in Rental Car Advertisements

State attorneys general recently proposed mandatory disclosures for rental car advertising. This study investigates the effects of alternate disclosure statements on consumers' beliefs. The results suggest that a shorter disclosure statement may be as effective as the one proposed.