CONSUMER RESPONSES TO AMBIGUITY-RELATED CUES IN CONSUMER REVIEWS

This study explores how consumers' regulatory focus influences their processing of two message cues in online consumer reviews -- valence and claim type -- employing regulatory focus theory (RFT). The findings showed a significant two-way interaction between regulatory focus and review valence....

Full description

Saved in:
Bibliographic Details
Published inAmerican Academy of Advertising. Conference. Proceedings (Online) p. 74
Main Authors Kim, Mikyoung, Lee, Mira
Format Conference Proceeding
LanguageEnglish
Published Lubbock American Academy of Advertising 01.01.2010
Subjects
Consumer behavior
Customer feedback
Impact analysis
Studies
Online AccessGet full text

Cover

More Information
Summary:This study explores how consumers' regulatory focus influences their processing of two message cues in online consumer reviews -- valence and claim type -- employing regulatory focus theory (RFT). The findings showed a significant two-way interaction between regulatory focus and review valence. Furthermore, a significant three-way interaction effect among regulatory focus, review valence, and review claim type on perceived review usefulness was found. Implications for researchers are discussed. [PUBLICATION ABSTRACT]
ISSN:0883-2404