Description

Information overload theory suggests that consumers can only processa certain amount and complexity of information. In this study, we analyze whetherinformation overload can also occur while processing individual product reviewswith a high rate of argumentation changes. An argumentation change denotes achange from positive to negative arguments, and vice versa.We propose a NeuroISexperiment in which participants are presented a given set of product reviews witha low or high rate of argumentation changes. The participants are asked about theirperceived helpfulness of the product review, their purchase intention for the product,and self-reported information overload. During the experiment, we measurecognitive activity based on electroencephalogram (EEG) and eye-tracking. Weexpect that a higher rate of argumentation changes is linked to greater cognitive activity,and, in particular, lower perceived review helpfulness and purchase intention.

COinS
 
Jan 17th, 12:00 AM

Information Overload in Processing Consumer Reviews: The Role of Argumentation Changes

Information overload theory suggests that consumers can only processa certain amount and complexity of information. In this study, we analyze whetherinformation overload can also occur while processing individual product reviewswith a high rate of argumentation changes. An argumentation change denotes achange from positive to negative arguments, and vice versa.We propose a NeuroISexperiment in which participants are presented a given set of product reviews witha low or high rate of argumentation changes. The participants are asked about theirperceived helpfulness of the product review, their purchase intention for the product,and self-reported information overload. During the experiment, we measurecognitive activity based on electroencephalogram (EEG) and eye-tracking. Weexpect that a higher rate of argumentation changes is linked to greater cognitive activity,and, in particular, lower perceived review helpfulness and purchase intention.