Publication: Antecedents and consequences of perceived helpfulness of extremely positive and exaggerated reviews
Authors
Román Nicolás, Sergio ; Pascual del Riquelme Martínez, María Isabel ; Iacobucci, Dawn
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Publisher
Elsevier
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DOI
https://doi.org/10.1016/j.jretconser.2024.103907
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info:eu-repo/semantics/article
Description
© 2024 The Authors. This manuscript version is made available under the CC-BY-NC 4.0 license http://creativecommons.org/licenses/by-nc/4.0/
This document is the Published Manuscript version of a Published Work that appeared in final form in Journal of Retailing and Consumer Services. To access the final edited and published work see https://doi.org/10.1016/j.jretconser.2024.103907
Abstract
Consumers often engage in exaggeration when sharing their experiences online. This study focuses on how consumers interpret extremely positive and exaggerated product reviews. Results derived from a survey with 601 consumers evaluating cell phone reviews indicate that internal and external attributions fully mediate the influence of the reader’s shopping related characteristics (online shopping expertise and product involvement) and
personality traits (close-mindedness, Machiavellianism, cynicism) on perceptions of the review’s helpfulness.
Helpfulness, in turn, enhances consumers’ behavioral and recommendation intentions. The impact of perceived
helpfulness on purchase intentions is stronger for brands seen as low-quality compared to those regarded as highquality. Several theoretical and practical implications are discussed.
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Citation
Journal of Retailing and Consumer Services, 2024, Vol. 80 : 103907
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Este ítem está sujeto a una licencia Creative Commons. http://creativecommons.org/licenses/by-nc/4.0/