Title
Balance and sequence in online reviews : the wrap effect Balance and sequence in online reviews : the wrap effect
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Armonk :M.E.Sharpe ,
Subject
Economics
Computer. Automation
Source (journal)
International journal of electronic commerce. - Armonk, N.Y.
Volume/pages
17(2012) :2 , p. 71-97
ISSN
1086-4415
ISI
000312775200004
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
We investigate the impact of balance (the ratio of positive to negative reviews) and sequence (the order in which reviews are presented) of online review sets on consumers' recall of and impression about the reviews. Results show that, in a positive or negative balance, consumers rely on the majority's opinion in shaping recall and impression. In a neutral balance, where no dominant opinion is available, sequence effects influence recall and impression. The results provide evidence of a wrap effect: starting and concluding (wrapping) a set with positive (negative) reviews biases recall and impression toward the positive (negative) direction. In addition, wrapping is capable of generating an equally positive (negative) impression as positively (negatively) balanced sets. Review recall affects the attitude and intention toward the product indirectly through its effect on the reader's impression of the reviews.
E-info
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