Do reviewers increase their preference for the products they reviewed? The effect of identity signaling on reviewers’ niche product preferences DOI
Yan Huo, Defeng Yang,

Yu Sun

и другие.

Journal of Product & Brand Management, Год журнала: 2025, Номер unknown

Опубликована: Июнь 3, 2025

Purpose Consumer behavior increasingly favors niche products targeting specific segments over mass-market offerings. Grounded in self-signaling theory, this study aims to examine how identity-related online reviews shape subsequent consumer preferences for versus mainstream products. Design/methodology/approach The research combines secondary data analysis with three controlled experiments. Secondary tracked longitudinal purchase behavior, while experiments tested hypotheses using prompts across diverse product categories. Findings Identity-related significantly increase by reducing identity uncertainty. This effect intensifies when consumers gifts recipients divergent identities. Originality/value demonstrates that writing serves as a mechanism, influencing align purchases their It also highlights discrepancies between gift givers and receivers preferences, advancing theoretical practical insights into identity-driven consumption.

Язык: Английский

Do reviewers increase their preference for the products they reviewed? The effect of identity signaling on reviewers’ niche product preferences DOI
Yan Huo, Defeng Yang,

Yu Sun

и другие.

Journal of Product & Brand Management, Год журнала: 2025, Номер unknown

Опубликована: Июнь 3, 2025

Purpose Consumer behavior increasingly favors niche products targeting specific segments over mass-market offerings. Grounded in self-signaling theory, this study aims to examine how identity-related online reviews shape subsequent consumer preferences for versus mainstream products. Design/methodology/approach The research combines secondary data analysis with three controlled experiments. Secondary tracked longitudinal purchase behavior, while experiments tested hypotheses using prompts across diverse product categories. Findings Identity-related significantly increase by reducing identity uncertainty. This effect intensifies when consumers gifts recipients divergent identities. Originality/value demonstrates that writing serves as a mechanism, influencing align purchases their It also highlights discrepancies between gift givers and receivers preferences, advancing theoretical practical insights into identity-driven consumption.

Язык: Английский

Процитировано

0