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The effects of spatial constraints on choosing recommended products

Lettinga, N. (2011) The effects of spatial constraints on choosing recommended products.

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Abstract:The main objective of this study was to examine the effects of spatial constraints on choosing recommended products. Two experiments were conducted where the level of spatial constraint was operationalized by a small room and a large room. The study showed that as expected a spatial constraint caused a consumer to choose the not recommended product. This effect is mediated by a feeling of confinement. In addition, the effect of a chronic reactance level of consumers was taken into account. However, the chronic reactance level of consumers did not have an influence on this choice. In the first experiment the method of recommendation was operationalized as an advertisement. However, an advertisement always causes some level of reactance because of its inherent nature to influence. In the second experiment the recommendation method was a personal recommendation which was not expected to cause some level of reactance. The personal recommendation did not have an influence on the choice of consumers. Concluding, this study showed that a recommendation in a small room might have an adverse effect; customers choosing the not recommended product. Important managerial implications and directions for further research are given. Key words: spatial constraints, reactance, recommendations, advertisements and word-of-mouth.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/61032
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