PACIS 2021 Proceedings
Effect of Adversative Conjunction in a Two-sided Review on Product Attitude: the Moderating Role of Presentation Order
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 AC 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 negative (positive) attitudes and lower (higher) purchase intentions after reading two-sided reviews presented in pro-con (con-pro) order written with AC than those written without AC. And the effect of AC is less salient when the review is in con-pro order than when it is in pro-con order. The result of one lab experiments supports our hypothesis and verifies the potential mechanism of the effect. These findings contribute to the literature of linguistic analysis of online reviews, and have practical implications on the management of reviews for merchants and review platforms.
Lu, Shouwang, "Effect of Adversative Conjunction in a Two-sided Review on Product Attitude: the Moderating Role of Presentation Order" (2021). PACIS 2021 Proceedings. 227.
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