Online Product Reviews: Effects of Star Ratings and Valence on Review Perception among Those High and Low in Need for Cognition

This study seeks to understand online product review perception based on ratings, valence, and need for cognition. Review perception, review recollection, and intent to purchase after reading the reviews were being measured. Results showed that need for cognition had an effect on accuracy of review...

Full description

Saved in:
Bibliographic Details
Published in:Proceedings of the Human Factors and Ergonomics Society Annual Meeting 2019-11, Vol.63 (1), p.401-405
Main Authors: Schreck, Jacquelyn L., Chin, Matthew G.
Format: Article
Language:English
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This study seeks to understand online product review perception based on ratings, valence, and need for cognition. Review perception, review recollection, and intent to purchase after reading the reviews were being measured. Results showed that need for cognition had an effect on accuracy of review recognition and perceived review valence. Need for cognition and congruency (between rating of the review and valence of the review), as well as actual valence had an effect on perceived valence. Need for cognition, actual review valence, and review congruency all had an effect on purchase intention.
ISSN:2169-5067
1071-1813
2169-5067
DOI:10.1177/1071181319631447