The Illusion of Avoiding Bias: How Correcting for Perceived Influence Can Make a Recommendation More Effective



When consumers correct for the influence of a recommendation on their behavioral intentions, recommendations from distrusted sources may actually ecome more effective. In a series of three studies, we show that the moderating effect of corrections on source effects is mediated by judgment certainty. Recommendations from trusted sources initially lead to greater certainty, while recommendations from distrusted sources initially lead to less certainty. However, correction decreases the certainty associated with trusted sources and increases the certainty associated with recommendation from distrusted sources, making recommendations from trusted and distrusted sources equally effective.
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Dr. S. Puntoni