Consumer responses to online recommendations: The effects of language assertiveness on website and product attitudes

This research looks at how people's online shopping attitudes change when retailers use different language to make product recommendations. It shows that certain language can result in the perception of the retailer and product being more positive, depending on how much attachment is felt towards the retailer, how well known the product is and the product's price. The research presents a new way of analysing the effectiveness of online product recommendations.