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Examining Online Review Posting Preferences
Conference paper   Peer reviewed

Examining Online Review Posting Preferences

Jana Möller, Sabrina Gottschalk and Alexander Mafael
Advances in Consumer Research, Vol.48, pp.548-549
Association for Consumer Research
51st Annual Conference of the Association for Consumer Research (Paris, France, 2020-10-01 - 2020-10-04)
2020-01-01

Abstract

Perceptions Preferences Risk factors Social networks Studies
Three studies reveal that frequent (vs. infrequent) online review posters are more intent to post a review when their opinion belongs to the minority (vs. majority) of previously posted ratings. This effect occurs because of differences in social risk perceptions and is stronger for identity-relevant products.

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