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Excellent Product … But Too Early to Say: Consumer Reactions to Tentative Product Reviews

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  • Ifie, Kemefasu

Abstract

This research explores the effects of tentativeness in online product reviews on consumers' product attitude certainty and behavioral intentions. Drawing on salience theory, attribution theory, and work in attitude certainty, I predict that, when consumers who have seen positive reviews of a product are exposed to a tentative review, their attitude certainty and willingness to purchase is reduced. I also predict that consumer reactions differ depending on the expertise of the review source as well as the product experience of the consumer.

Suggested Citation

  • Ifie, Kemefasu, 2020. "Excellent Product … But Too Early to Say: Consumer Reactions to Tentative Product Reviews," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 35-51.
    • Handle: RePEc:eee:joinma:v:52:y:2020:i:c:p:35-51
    DOI: 10.1016/j.intmar.2020.03.002
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