Wenjing Song’s research while affiliated with Nanjing University and other places

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Publications (1)


Figure 3. Moderating effect of domain knowledge on the effect of recommended terms on purchase intention
Figure 4. Moderating effect of domain knowledge on the effect of recommended terms on product evaluation
Overview of the studies
Ingredient or Function?: The Influence of Product Recommendation Terms on Consumer Attitudes
  • Article
  • Full-text available

January 2023

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278 Reads

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1 Citation

Yanshu Ji

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Wenjing Song

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Lei Yang

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Chunyan Jiang

More and more brands are utilizing online word-of-mouth recommendations to promote their products and using product ingredients more widely in marketing communications. However, no research has explored how recommendation terms (ingredient vs. function) for functional products affects consumers' attitudes. Through one pilot study and four experiments, it was found that consumers hold the lay belief that “ingredient = professional.” For functional products, consumers' purchase intentions and product evaluations are higher when ingredient (vs. function) are labelled, with perceived trustworthiness playing a mediating role. In addition, the domain knowledge of the information sender moderates the focal effect. Theoretically, this research contributes to the literature on both lay beliefs and word-of-mouth marketing by proposing a new lay belief, and by exploring the effect of recommendation terms on consumers' attitudes. Practically, this research can guide marketers in the appropriate use of product ingredient for word-of-mouth marketing.

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Citations (1)


... The exclusion of respondents who had previously bought the product was necessary because the inoculation theory explicitly requires the individual to be "unpracticed" in defending their beliefs and thus unable to deal with a subsequent attack appropriately (McGuire, 1961a(McGuire, , 1964. If a person had previously bought the fragrance product, his or her prior product experiences could impact the effect of inoculation strategies (Ji et al., 2023). Previous research has revealed that prior experience can significantly reduce product fit uncertainty (Jha et al., 2019). ...

Reference:

Embrace Uncertainty:
Ingredient or Function?: The Influence of Product Recommendation Terms on Consumer Attitudes