OPINIONS FOR YOU, NOT FOR ME: SELF-OTHER ASYMMETRY IN PERSUASIVENESS OF SUBJECTIVE VS. OBJECTIVE REVIEWS
Nahid Ibrahim, Dionysius Ang
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/422757
Global Marketing Conference
2023 Global Marketing Conference at Seoul
(2023.07)
p.792
p.792
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
Consumers often read and write reviews about their experiences. Do people share and rely on the same type of reviews when making experiential purchases? Two studies show that people believe that subjective (vs. objective) reviews are more persuasive for others than themselves. Consequently, while they are more likely to share subjective reviews to facilitate others’ decisions, they are less likely to rely on the same review for their own decisions. Our work provides insight into the self-other discrepancy i
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