Integrating Conflicting Reviews: Attributional Hypotheses of Consumer Response to Information Uncertainty depending on Prior Brand Attitude

@article{Park2008IntegratingCR,
  title={Integrating Conflicting Reviews: Attributional Hypotheses of Consumer Response to Information Uncertainty depending on Prior Brand Attitude},
  author={Do-Hyung Park and Ingoo Han},
  journal={Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008)},
  year={2008},
  pages={287-287}
}
This study investigates how consumers evaluate a product when they read conflicting online consumer reviews of evaluations from previous consumers. If consumers are rational, as is assumed in economics, they prefer the product with the low-variance of review-rating scores rather than the product with the high- variance of review-rating scores because the variance of review-rating scores is positively related to the perceived uncertainty of product performance. Our study finds the condition in… CONTINUE READING

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