Does a Mixed Online Consumer Review Lead to Neutral or Ambivalent Evaluation?

By:

Junsang Lim, Yun Lee

Material type: Text

TextPublication details: USA American Research Institute for Policy Development January 2023Description: 83-93ISSN:

2333-6080

Subject(s):

In: American Research Institute Journal of Marketing ManagementSummary: This paper attempts to uncover how a mixed online consumer review including both positive and negative information is processed and how it influences consumers ‘attitude, attitude certainty and association between attitude and purchase intention. The findings of this study revealed that the individuals who are exposed to a mixed online consumer review about an unfamiliar brand have a neutral attitude when compared with the individuals who are exposed to consistent online consumer reviews. They, however, form ambivalent attitude toward the reviewed product and are more certain about the formed attitude. The relationships between mixed online consumer reviews and attitude certainty and between mixed online consumer reviews and attitude-purchase intention consistency appear to be moderated by attitude ambivalence.

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Item type	Current library	Call number	Vol info	Status	Notes	Date due	Barcode	Item holds
Journals and Periodicals	Main Library	MAGAZINE/MAR/Vol 11, No 1/55513557/JA7 (Browse shelf(Opens below))	MAGAZINE/MAR/Vol 11, No 1	Not for loan			55513557/JA7
Journals and Periodicals	Main Library ON SHELF	MAGAZINE/MAR/Vol 11, No 1/55513557 (Browse shelf(Opens below))	Vol 11, No 1 (20/05/2030)	Not for loan	Journal of marketing management - January - June 2023		55513557

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This paper attempts to uncover how a mixed online consumer review including both positive and negative information is processed and how it influences consumers ‘attitude, attitude certainty and association between attitude and purchase intention. The findings of this study revealed that the individuals who are exposed to a mixed online consumer review about an unfamiliar brand have a neutral attitude when compared with the individuals who are exposed to consistent online consumer reviews. They, however, form ambivalent attitude toward the reviewed product and are more certain about the formed attitude. The relationships between mixed online consumer reviews and attitude certainty and between mixed online consumer reviews and attitude-purchase intention consistency appear to be moderated by attitude ambivalence.

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Does a Mixed Online Consumer Review Lead to Neutral or Ambivalent Evaluation?

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