Featured Research

from universities, journals, and other organizations

Confidence May Not Be Convincing When Recommending Products Or Services

Date:
October 19, 2009
Source:
University of Chicago Press Journals
Summary:
Sometimes people can gain influence by expressing uncertainty, according to a new study.

Sometimes people can gain influence by expressing uncertainty, according to a new study in the Journal of Consumer Research.

"These days, you can easily find recommendations from experts or even other consumers about any product or service you might be interested in," write authors Uma R. Karmarkar and Zakary L. Tormala (Stanford University). "But what are the factors that can make these people's recommendations more or less influential?"

Across three experiments, the researchers presented participants with a restaurant review from either a novice or an expert, and looked at how that source's expressed certainty or uncertainty about his or her review influenced the effects of the message. "We predicted that mismatches between the source's level of expertise and the level of expressed certainty, or confidence, would lead people to be more persuaded by a good and compelling review," the authors explain. "In other words, a novice would be more persuasive when he expressed certainty about his opinions, whereas an expert would be more persuasive when he expressed uncertainty."

The study confirmed the researchers' predictions. "Participants found the restaurant review more surprising and unexpected when a novice reviewer expressed certainty, or when an expert reviewer expressed uncertainty," the authors write. "Investigating further, we found that when the level of certainty expressed was incongruent with the source's expertise, it increased involvement with the restaurant review."

"In the context of product or service reviews, being confident in your opinion does not necessarily mean that you'll be perceived as more convincing," the authors write. "Paradoxically, an expert or "gold star" reviewer on a website could draw more people in to his review if he was willing to be modest or admit uncertainty about his views. But for all that attention to pay off, he'd have to ensure he had good strong reasons supporting his opinion."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Karmarkar et al. Believe Me, I Have No Idea What I'm Talking About: The Effects of Source Certainty on Consumer Involvement and Persuasion. Journal of Consumer Research, 2009; 091006083042076 DOI: 10.1086/648381

Cite This Page:

University of Chicago Press Journals. "Confidence May Not Be Convincing When Recommending Products Or Services." ScienceDaily. ScienceDaily, 19 October 2009. <www.sciencedaily.com/releases/2009/10/091013162800.htm>.
University of Chicago Press Journals. (2009, October 19). Confidence May Not Be Convincing When Recommending Products Or Services. ScienceDaily. Retrieved September 16, 2014 from www.sciencedaily.com/releases/2009/10/091013162800.htm
University of Chicago Press Journals. "Confidence May Not Be Convincing When Recommending Products Or Services." ScienceDaily. www.sciencedaily.com/releases/2009/10/091013162800.htm (accessed September 16, 2014).

Share This



More Mind & Brain News

Tuesday, September 16, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

FDA Eyes Skin Shocks Used at Mass. School

FDA Eyes Skin Shocks Used at Mass. School

AP (Sep. 15, 2014) The FDA is considering whether to ban devices used by the Judge Rotenberg Educational Center in Canton, Massachusetts, the only place in the country known to use electrical skin shocks as aversive conditioning for aggressive patients. (Sept. 15) Video provided by AP
Powered by NewsLook.com
Shocker: Journalists Are Utterly Addicted To Coffee

Shocker: Journalists Are Utterly Addicted To Coffee

Newsy (Sep. 13, 2014) A U.K. survey found that journalists consumed the most amount of coffee, but that's only the tip of the coffee-related statistics iceberg. Video provided by Newsy
Powered by NewsLook.com
'Magic Mushrooms' Could Help Smokers Quit

'Magic Mushrooms' Could Help Smokers Quit

Newsy (Sep. 11, 2014) In a small study, researchers found that the majority of long-time smokers quit after taking psilocybin pills and undergoing therapy sessions. Video provided by Newsy
Powered by NewsLook.com
'Fat Shaming' Might Actually Cause Weight Gain

'Fat Shaming' Might Actually Cause Weight Gain

Newsy (Sep. 11, 2014) A study for University College London suggests obese people who are discriminated against gain more weight than those who are not. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

    Environment News

      Technology News



      Save/Print:
      Share:

      Free Subscriptions


      Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

      Get Social & Mobile


      Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

      Have Feedback?


      Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
      Mobile: iPhone Android Web
      Follow: Facebook Twitter Google+
      Subscribe: RSS Feeds Email Newsletters
      Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins