Fitzsimons, Gavan J.; Lehmann, Donald R. - In: Marketing Science 23 (2004) 1, pp. 82-94
Recommendations often play a positive role in the decision process by reducing the difficulty associated with choosing … between options. However, in certain circumstances recommendations play a less positive and more undesirable role from the …, we explore consumer response when recommendations by experts and intelligent agents contradict the consumer's initial …