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Seeking the opinions of others online: Evidence of evaluation overshoot

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  • Coker, Brent L.S.

Abstract

The internet has evolved into a social tool whereby consumers increasingly read reviews and the opinions of others to aid their purchase decisions. The amount of review information available often leads consumers to process both positive reviews and negative. In two experiments, the present research documents evidence of brand evaluation overshoot as a function of information valence order. In experiment one, positive information about a brand that is replaced by negative information continues to influence judgments, but negative information that is replaced by positive information does not. In experiment two, online hotel reviews ordered from positive to negative result in a more positive evaluation than if the same reviews are ordered from negative to positive. Together, these results provide evidence of asymmetric affective perseverance, suggesting that the order in which the information is presented has a differential impact on final judgment.

Suggested Citation

  • Coker, Brent L.S., 2012. "Seeking the opinions of others online: Evidence of evaluation overshoot," Journal of Economic Psychology, Elsevier, vol. 33(6), pages 1033-1042.
  • Handle: RePEc:eee:joepsy:v:33:y:2012:i:6:p:1033-1042
    DOI: 10.1016/j.joep.2012.06.005
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    References listed on IDEAS

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    1. Chrysanthos Dellarocas, 2006. "Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms," Management Science, INFORMS, vol. 52(10), pages 1577-1593, October.
    2. Keller, Kevin Lane & Staelin, Richard, 1987. " Effects of Quality and Quantity of Information on Decision Effectiveness," Journal of Consumer Research, Oxford University Press, vol. 14(2), pages 200-213, September.
    3. J. Yannis Bakos, 1997. "Reducing Buyer Search Costs: Implications for Electronic Marketplaces," Management Science, INFORMS, vol. 43(12), pages 1676-1692, December.
    4. repec:eee:jouret:v:87:y:2011:i:1:p:111-126 is not listed on IDEAS
    5. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. " Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 350-362, December.
    6. Russo, J. Edward & Medvec, Victoria Husted & Meloy, Margaret G., 1996. "The Distortion of Information during Decisions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 66(1), pages 102-110, April.
    7. West, Patricia M & Broniarczyk, Susan M, 1998. " Integrating Multiple Opinions: The Role of Aspiration Level on Consumer Response to Critic Consensus," Journal of Consumer Research, Oxford University Press, vol. 25(1), pages 38-51, June.
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    More about this item

    Keywords

    Attitude formation; Internet social networking;

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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