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Consumers’ response to weak unique selling propositions: Implications for optimal product recommendation strategy
Institution:1. Brazilian School of Public and Business Administration, FGV/EBAPE, Jornalista Orlando Dantas, 30, Rio De Janeiro, RJ 22231-010, Brazil;2. Terry College of Business, University of Georgia, C302 Benson Hall, Athens, GA 30602, United States;1. Lee Shau Kee School of Business and Administration, Hong Kong Metropolitan University, Hong Kong;2. The Henry Rutgers Professor of Marketing, Rutgers University Camden, United States;3. Department of Marketing, Hong Kong Polytechnic University, Hong Kong;1. NEOMA Business School, 59 Rue Pierre Taittinger, Reims, France;2. SKIM, Friedrichstraße 76, 10117 Berlin, Germany;3. Korea University Business School, Korea University, Seoul 02841, Republic of Korea;4. Ohio State University, 2100 Neil Avenue, 43210 Columbus, OH, United States;1. Vilnius University, Lithuania;2. University of Groningen, the Netherlands;3. ISM University of Management and Economics, Lithuania;4. Vrije Universiteit Amsterdam, the Netherlands;1. UQ Business School, University of Queensland, Colin Clark, 39 Blair Dr, St Lucia, QLD 4067, Australia;2. School of Marketing, UNSW Business School, University of New South Wales, Sydney 2052, NSW, Australia;1. Opus College of Business, 1000 LaSalle Avenue, Minneapolis, MN 55403, United States;2. Muma College of Business, 4202 East Fowler Avenue, Tampa, FL 33620, United States;3. Seidman College of Business, 50 Front Avenue SW, Grand Rapids, MI 49504, United States;4. Farmer School of Business, 800 E. High Street, Oxford, OH 45056, United States;1. The London School of Economics, United Kingdom;2. The McCombs School of Business, University of Texas at Austin, United States;3. Southeast University, Nanjing, China
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.Results show that optimal messaging behavior is a function of an interactive process involving recommender characteristics and the relative importance of product attributes to consumers. The results identify conditions that determine when weak USPs are likely to increase or decrease a consumer’s propensity to buy the recommended product and when a recommender might optimally communicate weak USPs or avoid sending such a recommendation.
Keywords:Advertising  Information disclosure  Information provision  Product recommendations  Unique selling proposition
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