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advice seeking, service relationship, consumer behavior.


  1. Janet schwartz
  2. mary frances luce
  3. dan ariely





    Many important and complex consumer
    decisions rely on the advice of trusted proffesional experts. Many experts,
    however, such as doctors, financial advisers, and accountans, may be prone to
    conflicts of interest. As such, consumers may seek a second opinion. A series
    of studies investigate consumers’ reluctance to seek addtional advice in the
    context of having an ongoing relationship with one expert service provider. The
    authors find evidance in health care claims that long-term relationships
    contribute to more expensive, but not necessarily better, treatment. In
    addition, a series of experiments show that people recognize when they could
    benefit from a second opinion but are more reluctant to do so when thinking
    about their own providers rather than someone else’s. Further studies test a
    relationship mainteance hypothesis and show that consumers’ reluctance to seek
    second opinions ia partially driven bby their motivation to preserve
    relationship harmony, even when it is at their own personal expense and
    well-being. Taken together, these results provide important insight into the
    potential limitations and consequences of long standing relationship between
    consumers and expert


    Vol 48, Nomor SPE, Tahun 2011


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