Seeking the opinions of others online: Evidence of evaluation overshoot
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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
- J. Yannis Bakos, 1997. "Reducing Buyer Search Costs: Implications for Electronic Marketplaces," Management Science, INFORMS, vol. 43(12), pages 1676-1692, December.
- 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 350-62, December.
- 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.
- 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.
- Chrysanthos Dellarocas, 2006. "Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms," Management Science, INFORMS, vol. 52(10), pages 1577-1593, October.
When requesting a correction, please mention this item's handle: RePEc:eee:joepsy:v:33:y:2012:i:6:p:1033-1042. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.