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Focus Within or On Others: The Impact of Reviewers’ Attentional Focus on Review Helpfulness

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  • Zhanfei Lei

    (Isenberg School of Management, University of Massachusetts Amherst, Amherst, Massachusetts 01003)

  • Dezhi Yin

    (Muma College of Business, University of South Florida, Tampa, Florida 33620)

  • Han Zhang

    (Scheller College of Business, Georgia Institute of Technology, Atlanta, Georgia 30308)

Abstract

When reviewers write online reviews, they differ in the focus of their attention: some focus on their own experiences, whereas some direct their attention to others—prospective consumers who may read the reviews in the future. This paper explores how, why, and when reviewers’ attentional focus can influence the helpfulness evaluation of reviews beyond the impact of substantive review content. Drawing on the attentional focus and persuasion literatures, we develop a theoretical model proposing that reviewers’ attentional focus may influence consumers’ perception of review helpfulness through opposing processes, and that its overall effect is contingent on the review’s two-sidedness. Results of one archival analysis and five controlled experiments provide consistent support for our hypotheses. This work challenges the predominant view of the positive impact of other-focus (vs. self-focus), explores the interpersonal impact of a reviewer’s attentional focus on prospective consumers who are total strangers, and reveals an important, context-specific boundary condition.

Suggested Citation

  • Zhanfei Lei & Dezhi Yin & Han Zhang, 2021. "Focus Within or On Others: The Impact of Reviewers’ Attentional Focus on Review Helpfulness," Information Systems Research, INFORMS, vol. 32(3), pages 801-819, September.
    • Handle: RePEc:inm:orisre:v:32:y:2021:i:3:p:801-819
    DOI: 10.1287/isre.2021.1007
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