Unhelpful and unaware of it: A dyadic analysis of online product reviews

Abstract

Much research focuses on identifying characteristics that predict whether consumer reviews are perceived as helpful. In contrast, little is known about whether review writers themselves know if their reviews will be helpful or whether they can be provided with effective writing prompts to improve the helpfulness of their reviews. Across two studies, the evidence suggests that while review writers are overconfident, their reviews are most helpful when their attentional focus during writing is on others (versus themselves) and when reviewing products characterized predominately by search (vs. experience) qualities.