Excellent Product … But Too Early to Say: Consumer Reactions to Tentative Product Reviews

This research explores the effects of tentativeness in online product reviews on consumers' product attitude certainty and behavioral intentions. Drawing on salience theory, attribution theory, and work in attitude certainty, I predict that, when consumers who have seen positive reviews of a pr...

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Bibliographic Details
Published inJournal of interactive marketing Vol. 52; no. 1; pp. 35 - 51
Main Author Ifie, Kemefasu
Format Journal Article
LanguageEnglish
Published Los Angeles, CA Elsevier Inc 01.11.2020
SAGE Publications
Subjects
Attitude certainty
Information completeness
Online reviews
Product experience
Source expertise
Tentativeness
Source expertise
Information completeness
Tentativeness
Attitude certainty
Online reviews
Product experience
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Abstract This research explores the effects of tentativeness in online product reviews on consumers' product attitude certainty and behavioral intentions. Drawing on salience theory, attribution theory, and work in attitude certainty, I predict that, when consumers who have seen positive reviews of a product are exposed to a tentative review, their attitude certainty and willingness to purchase is reduced. I also predict that consumer reactions differ depending on the expertise of the review source as well as the product experience of the consumer. I also address confidence in information completeness as the metacognitive mechanism that explains the tentative review effect. Specifically, I argue that consumers who see a tentative review are sensitized to potentially missing information, which reduces their attitude certainty and willingness to purchase. Our hypotheses are tested in a series of experiments which demonstrate that tentativeness reduces attitude certainty and willingness to purchase but that the effect is attenuated when the reviewer is a novice and when the consumer has a high level of product experience. Based on the findings, I discuss our contributions to theory and suggest practical steps that firms can take to mitigate the effects of tentative reviews. •A tentative review results in lower attitude certainty and purchase intentions compared to a positive, a negative, or a mixed review•Tentativeness results in a reduction in consumers' confidence in the completeness of information.•The effect of a tentative review is diminished when the tentative reviewer is perceived as a novice.•Consumers who are low in product expertise are more influenced by a tentative review than those with higher product expertise.
AbstractList This research explores the effects of tentativeness in online product reviews on consumers' product attitude certainty and behavioral intentions. Drawing on salience theory, attribution theory, and work in attitude certainty, I predict that, when consumers who have seen positive reviews of a product are exposed to a tentative review, their attitude certainty and willingness to purchase is reduced. I also predict that consumer reactions differ depending on the expertise of the review source as well as the product experience of the consumer. I also address confidence in information completeness as the metacognitive mechanism that explains the tentative review effect. Specifically, I argue that consumers who see a tentative review are sensitized to potentially missing information, which reduces their attitude certainty and willingness to purchase. Our hypotheses are tested in a series of experiments which demonstrate that tentativeness reduces attitude certainty and willingness to purchase but that the effect is attenuated when the reviewer is a novice and when the consumer has a high level of product experience. Based on the findings, I discuss our contributions to theory and suggest practical steps that firms can take to mitigate the effects of tentative reviews. •A tentative review results in lower attitude certainty and purchase intentions compared to a positive, a negative, or a mixed review•Tentativeness results in a reduction in consumers' confidence in the completeness of information.•The effect of a tentative review is diminished when the tentative reviewer is perceived as a novice.•Consumers who are low in product expertise are more influenced by a tentative review than those with higher product expertise.
This research explores the effects of tentativeness in online product reviews on consumers’ product attitude certainty and behavioral intentions. Drawing on salience theory, attribution theory, and work in attitude certainty, I predict that, when consumers who have seen positive reviews of a product are exposed to a tentative review, their attitude certainty and willingness to purchase is reduced. I also predict that consumer reactions differ depending on the expertise of the review source as well as the product experience of the consumer. I also address confidence in information completeness as the metacognitive mechanism that explains the tentative review effect. Specifically, I argue that consumers who see a tentative review are sensitized to potentially missing information, which reduces their attitude certainty and willingness to purchase. Our hypotheses are tested in a series of experiments which demonstrate that tentativeness reduces attitude certainty and willingness to purchase but that the effect is attenuated when the reviewer is a novice and when the consumer has a high level of product experience. Based on the findings, I discuss our contributions to theory and suggest practical steps that firms can take to mitigate the effects of tentative reviews.
Author Ifie, Kemefasu
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Issue 1
Keywords Source expertise
Information completeness
Tentativeness
Attitude certainty
Online reviews
Product experience
Language English
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Snippet This research explores the effects of tentativeness in online product reviews on consumers' product attitude certainty and behavioral intentions. Drawing on...
This research explores the effects of tentativeness in online product reviews on consumers’ product attitude certainty and behavioral intentions. Drawing on...
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sage
elsevier
SourceType Enrichment Source
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Publisher
StartPage 35
SubjectTerms Attitude certainty
Information completeness
Online reviews
Product experience
Source expertise
Tentativeness
Title Excellent Product … But Too Early to Say: Consumer Reactions to Tentative Product Reviews
URI https://dx.doi.org/10.1016/j.intmar.2020.03.002
https://journals.sagepub.com/doi/full/10.1016/j.intmar.2020.03.002
Volume 52
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