Abstract
A review of product focused interpersonal communication research documented the occurrence of numerous instances of opinion sharing. Direct extension of the phenomena into a retailing context resulted in conceptualizing retail opinion sharing—interpersonal communication and influence that are associated with product related and sensate related discussions that have as their collective focus shopping behavior. Relationships involving social comparison and self-esteem measures were hypothesized and results confirmed the research expectations. Conceptual relationships involving hedonic and utilitarian shopping experiences were developed and verified. The findings are discussed in the context of theoretical extensions as well as management practices.
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