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008			240404b |||||||| |||| 00| 0 eng d
022			_a2333-6080
100			_aJunsang Lim, Yun Lee _938811
245			_aDoes a Mixed Online Consumer Review Lead to Neutral or Ambivalent Evaluation?
260			_aUSA _bAmerican Research Institute for Policy Development _cJanuary 2023
300			_a83-93
520			_aThis 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.
650			_aMixed online consumer reviews _938812
650			_aAttitude ambivalence _938813
650			_aInconsistent messages _938814
773	0		_053912 _982688 _aAmerican Research Institute _dAmerican Research Institute 2022 _o55513557 _tJournal of Marketing Management _z2333-6080
942			_2ddc _cJ/P
999			_c54895 _d54895