Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses - Unsolicited recommendations can lead not only to rejection of the recommendation by consumers but also to consumers doing the exact opposite of what is recommended.
| Year of publication: |
2004
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| Authors: | Fitzsimons, Gavan J. ; Lehmann, Donald R. |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 23.2004, 1, p. 82-94
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