This research examines the influence of recommendations on consumer decision making during online shopping experiences. Evidence from two empirical studies suggests that many online consumers seek and accept recommendations in order to effectively manage the amount of information available during online search processes. These findings suggest that consumers use the mere availability of peer recommendations as a decision-making heuristic, irrespective of the peer recommender's personal characteristics. Findings also suggest that consumer preference for peer versus editorial recommendations depends on the specific nature of the consumer's shopping goal: utilitarian or hedonic. Finally, results from this study indicate that consumers prefer peer and editorial recommendations over other types of effort-reducing cues that might be available during online search. As such, retailers must consider a number of factors including recommender characteristics, shopping goals, and product characteristics in their bid to provide consumers with the appropriate type of recommendation for their respective decision-making task.

PurposeTo determine whether direct‐to‐consumer prescription drug advertising influences consumers' behavioral intentions.Design/methodology/approachGathered data from 288 respondents using a pencil and paper mail survey. Respondents were asked about their knowledge and behavior regarding prescription drugs.FindingsIndicated that while consumers generally have favorable perceptions of prescription drug advertising, their behavioral intentions are nevertheless influenced by a heightened awareness of specific branded drugs. Consumers feel empowered by the information provided in direct‐to‐consumer advertising and they are concerned about governmental attempts to regulate prescription drug advertising.Research limitations/implicationsData was collected from a relatively homogenous sample with respect to ethnicity. Future research efforts could include respondents from diverse ethnic backgrounds and could incorporate questions regarding respondents' actual behaviors with respect to branded prescription drug medications.Practical implicationsUseful information for researchers, public policy makers and prescription drug manufacturers. Results suggest that consumer motivation to request branded drugs may be impacted by factors related to the quality of advertisements, trust in their physician, and personal competence. Consumer interest in advertised drugs may also depend on the strength of the relationship that they have with their physician.Originality/valueThis research fills an identified gap in the literature. While researchers have examined consumers' general perceptions of direct‐to‐consumer prescription drug advertising, little research has been done on the link between consumer perceptions and behavioral intentions.

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