Human-Computer Interaction (SIG HCI)

Paper Type

Complete

Paper Number

1368

Description

There are many two-sided reviews in real-life review systems, which are believed more credible and persuasive than one-sided reviews. In the current research, we investigate the effect of presentation order of positive and negative content in a two-sided review (i.e., pro-con and con-pro) on consumer’s product attitude and purchase intention. Drawing on the linguistic theory that differentiates between foreground and background content in narratives, this research proposes that consumers form more positive attitudes after reading two-sided reviews presented in con-pro order than those in pro-con order, contrary to the effect of order of one-sided reviews.. The results of two lab experiments supports our hypothesis and verifies the potential mechanism of the effect. These findings contribute to the literature of online review and order effect, and have practical implications on the management of reviews for merchants and review platforms.

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Aug 9th, 12:00 AM

Pro-con or Con-pro? Effect of Order of Positive and Negative Content in a Two-sided Review

There are many two-sided reviews in real-life review systems, which are believed more credible and persuasive than one-sided reviews. In the current research, we investigate the effect of presentation order of positive and negative content in a two-sided review (i.e., pro-con and con-pro) on consumer’s product attitude and purchase intention. Drawing on the linguistic theory that differentiates between foreground and background content in narratives, this research proposes that consumers form more positive attitudes after reading two-sided reviews presented in con-pro order than those in pro-con order, contrary to the effect of order of one-sided reviews.. The results of two lab experiments supports our hypothesis and verifies the potential mechanism of the effect. These findings contribute to the literature of online review and order effect, and have practical implications on the management of reviews for merchants and review platforms.

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