کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
882273 | 911928 | 2011 | 14 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Can including pros and cons increase the helpfulness and persuasiveness of online reviews? The interactive effects of ratings and arguments
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
![عکس صفحه اول مقاله: Can including pros and cons increase the helpfulness and persuasiveness of online reviews? The interactive effects of ratings and arguments Can including pros and cons increase the helpfulness and persuasiveness of online reviews? The interactive effects of ratings and arguments](/preview/png/882273.png)
چکیده انگلیسی
One guideline given to online reviewers is to acknowledge a product's pros and cons. Yet, I argue that presenting two sides is not always more helpful and can even be less persuasive than presenting one side. Specifically, the effects of two- versus one-sided arguments depend on the perceived consistency between a reviewer's arguments and rating. Across a content analysis and three experiments that vary the information provided in the online review and whether the ratings are positive or negative, the results support these predictions. Furthermore, beliefs that the reviewer is able (vs. willing) to tell the truth mediated the effects.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 21, Issue 3, July 2011, Pages 226–239
Journal: Journal of Consumer Psychology - Volume 21, Issue 3, July 2011, Pages 226–239
نویسندگان
Ann E. Schlosser,