Abstract
We use a laboratory experiment to examine the effects of electronic word-of-mouth (eWOM) in the form of online customer-to-customer recommendations on attitudes about the recommended product and confidence in the choice decision.
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Gupta, P., Harris, J. (2015). “You Should Buy This One!” The Influence of Online Recommendations on Judgments About the Recommended Product. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_127
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DOI: https://doi.org/10.1007/978-3-319-11806-2_127
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