Consensus and disagreement between online peer and expert recommendations
by Alex Wang
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 4, No. 4, 2008

Abstract: This study examines how consumers integrate expert and peer recommendations into their attitudes toward the recommended product and how recommendation consensus or disagreement affects their behavioural intents. The results suggest that positive peer and expert recommendations enhance consumers' attitudes, whereas recommendation consensus plays a crucial role in determining behavioural intent. Managing recommendation consensus or disagreement for internet advertising is important because it determines whether a recommended product or subject is perceived as meeting or falling short of evaluation. To the extent that consumers are not familiar with a recommended product that has hedonic characteristics, they are likely to respond favourably to recommendation consensus rather than recommendation disagreement.

Online publication date: Mon, 30-Jun-2008

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