TY - JOUR
T1 - When does electronic word-of-mouth matter? A study of consumer product reviews
AU - Zhang, Jason Q.
AU - Craciun, Georgiana
AU - Shin, Dongwoo
PY - 2010/12
Y1 - 2010/12
N2 - Online consumer product reviews, a form of electronic word-of-mouth (eWOM), have attracted increased attention from researchers. This paper examines the persuasiveness of eWOM. Drawing on regulatory focus theory, the authors propose that the consumption goals that consumers associate with the reviewed product moderate the effect of review valence on persuasiveness. Data from lab experiments and actual online retailers suggest that consumers who evaluate products associated with promotion consumption goals perceive positive reviews to be more persuasive than negative ones (i.e., a positivity bias). Conversely, consumers who evaluate products associated with prevention consumption goals perceive negative reviews to be more persuasive than positive ones (i.e., a negativity bias).
AB - Online consumer product reviews, a form of electronic word-of-mouth (eWOM), have attracted increased attention from researchers. This paper examines the persuasiveness of eWOM. Drawing on regulatory focus theory, the authors propose that the consumption goals that consumers associate with the reviewed product moderate the effect of review valence on persuasiveness. Data from lab experiments and actual online retailers suggest that consumers who evaluate products associated with promotion consumption goals perceive positive reviews to be more persuasive than negative ones (i.e., a positivity bias). Conversely, consumers who evaluate products associated with prevention consumption goals perceive negative reviews to be more persuasive than positive ones (i.e., a negativity bias).
KW - Consumer product reviews
KW - EWOM
KW - Persuasiveness
KW - Self-regulatory focus
UR - http://www.scopus.com/inward/record.url?scp=77958178851&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2009.12.011
DO - 10.1016/j.jbusres.2009.12.011
M3 - Article
AN - SCOPUS:77958178851
SN - 0148-2963
VL - 63
SP - 1336
EP - 1341
JO - Journal of Business Research
JF - Journal of Business Research
IS - 12
ER -