Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
6948787 | Information & Management | 2018 | 11 Pages |
Abstract
Inspired by the literature on processing fluency and the practical question of how to choose fonts for website design, we investigated the impact of customer reviews on consumer evaluation under an easy-to-read (vs. difficult-to-read) review font. We found that the feeling of ease in reading led consumers to judge the reviewers as more credible, thus increasing the impact of the reviews. Moreover, the effect of font diminished when consumers elaborated information more thoroughly (i.e., when high in need for cognition, or in an accountable situation) and thus did not use simple heuristics (reading ease) to make judgment.
Related Topics
Physical Sciences and Engineering
Computer Science
Information Systems
Authors
Yunhui Huang, Changxin Li, Jiang Wu, Zhijie Lin,