Online Review Helpfulness: Role of Qualitative Factors

This study proposes that if experienced reviewers give such extreme reviews, then consumers might still draw utility from these reviews. In other words, this study explains the moderating role of reviewer experience, which heuristically influences consumers’ trust of online reviews, thus making even too simplistic or extremely sentimental reviews helpful.

Source: Psychology and Marketing - October 11, 2016 Category: Psychiatry & Psychology Authors: Arpita Agnihotri, Saurabh Bhattacharya Tags: Research Article Source Type: research