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Regulatory mode and acceptance of online recommendations.

Ban, J., Kim, H. (J.), Sheehan, B. and Manimont, G., 2022. Regulatory mode and acceptance of online recommendations. In: Proceedings of ANZMAC 2022: Reconnect & Reimagine. Perth, Western Australia: ANZMAC, 120-122.

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ANZMAC_Abstract_141_HKJBBSGM.pdf - Accepted Version



In an online shopping environment, marketers often facilitate customers' product purchases by providing product recommendations (e.g., 'recommended,' 'you may also like,' 'staff pick,' 'we recommend') (Zhang et al., 2018). Despite the prevalence of online product recommendations, findings regarding their effectiveness are disputed and at times contradictory. There is a need for additional research to identify when and for whom product recommendations are appropriate. We demonstrate that the effectiveness of product recommendations is critically dependent upon individual differences in regulatory mode orientation (i.e., how individuals approach goal pursuit).

Item Type:Book Section
Additional Information:ISSN: 1447-3275 5 – 7 December 2022 The University Club of Western Australia
Uncontrolled Keywords:online recommendations; product purchase; online shopping; regulatory mode; locomotion; experiments
Group:Bournemouth University Business School
ID Code:38712
Deposited By: Symplectic RT2
Deposited On:05 Sep 2023 06:28
Last Modified:05 Sep 2023 06:29


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