Gershoff, Andrew; Mukherjee, Ashesh; Mukhopadhyay, Anirban - In: Marketing Letters 17 (2006) 2, pp. 103-117
Consumers often interact with agents to obtain advice about products and services. A consumer’s evaluation of an agent as a source of personalized advice depends, in part, on the extent to which the consumer believes the agent knows and shares her tastes. In this research, we show a positivity...