PT  - JOURNAL ARTICLE
AU  - Saravana Jaikumar
TI  - How Do Consumers Choose Sellers In E-Marketplaces?
AID  - 10.2501/JAR-2018-028
DP  - 2019 Jun 01
TA  - Journal of Advertising Research
PG  - 232--241
VI  - 59
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/59/2/232.short
4100  - http://www.journalofadvertisingresearch.com/content/59/2/232.full
SO  - J Advert Res2019 Jun 01; 59
AB  - In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers' review volume, related to assimilation-contrast. Results of two studies, including an eye-tracking study, show that participants more likely would purchase at the display price from sellers with high review volume. Participants favored buying from high-display-price sellers with high review volume, versus low-display-price sellers with low review volume. This suggests that the display price should be from a seller with relatively higher review volume and emphasizes the importance of review volumes to sellers.