This study investigates the majority/minority effects on product attitudes with involvement and source relevance as moderators. We posit that the majority/minority source can play different roles affecting product judgments at different involvement levels. It can serve as a peripheral cue directly influencing product attitudes under low involvement; it can alter the processing amount under moderate involvement; finally, it can serve as a central argument and bias processing if it is perceived as relevant to judging the true quality of the target product under high involvement. The current study is the first to provide an integrated framework to explain the different mechanisms by which the majority/minority may influence product judgments under three involvement levels (low, moderate, and high).
|Translated title of the contribution||The Majority/Minority Effect on Product Judgment: Moderation of Involvement and Source Relevance|
|Original language||Chinese (Traditional)|
|Number of pages||29|
|Publication status||Published - 2013|
- majority/minority effect
- source relevance