How do consumers choose sellers in e-marketplaces? Role of display price and seller review volume
(2019). Journal of Advertising Research, 59(2), 232–241.
Cited 16 times · OpenAlex, 2026-11-07
What the paper shows
In short
When shoppers pick a seller on an online marketplace, they react both to the price shown and to how many reviews a seller has. In two studies, including one that tracked eye movements, people were more likely to buy from sellers with many reviews, even when their displayed price was higher. Sellers should therefore invest in building review volume, not just undercut on price.
Abstract
ABSTRACT 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.
Abstract retrieved from OpenAlex.