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Influenced by customer reviews

Influenced by Customer Reviews Material Products over Experiential Purchases

Research by UCLA Anderson’s Hengchen Dai and Cassie Mogilner Holmes and the University of Toronto’s Cindy Chan find that consumers are heavily influenced by customer reviews when shopping for a material product. Reviews that explicitly talk about the objective quality of a product is well received. But is far from true for reviews of experiences. When it comes to ‘what to do’ people don’t seek out the opinions of others the ways they do when it comes to ‘what to have’.
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