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

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Authors
Swain, Scott D.
Issue Date
2023-06
Type
Article
Language
en_US
Keywords
Product reviews , Online reviews , Helpfulness , Overconfidence , Search goods , Experience goods , Attentional focus , Others-focused , Self-focused
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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.

Description
Published in SOAR: Shocker Open Access Repository by Wichita State University Libraries Technical Services, October 2023.
Citation
Swain, S.D. (2023). Unhelpful and unaware of it: A dyadic analysis of online product reviews. Journal of Management & Engineering Integration, 16(1), 48-56. https://doi.org/10.62704/10057/25983
Publisher
Association for Industry, Engineering and Management Systems (AIEMS)
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ISSN
1939-7984
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