What is it about?
This paper examines the existing disagreement in the online review literature about the role of review valence, i.e., whether a review is positive or negative. It proposes a mechanism based on matching consumer's decision goals to review valence to increase review helpfulness. Further, it studies the underlying mechanism that drives this effect.
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Why is it important?
Understanding review helpfulness is paramount to enable consumers to make sense of the vast number of online reviews that are publicly available.
Perspectives
This was a tough journey for me, but I am really happy the paper got published. I think it sheds an interesting perspective on the role of motivational goals in digital information processing.
Alexander Mafael
Freie Universitat Berlin
Read the Original
This page is a summary of: How Regulatory Orientation and Feelings of Gratitude Shape Online Review Helpfulness, Journal of Consumer Psychology, June 2019, Wiley,
DOI: 10.1002/jcpy.1116.
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