Author
Listed:
- Stephen X. He
- Samuel D. Bond
Abstract
The widespread availability of online word of mouth (WOM) enables modern consumers to assess not only the opinions of others about products and services, but also the extent to which those opinions are consistent or dispersive. Despite longstanding calls for greater understanding of mixed opinions, existing evidence is inconclusive regarding effects of WOM dispersion, and theoretical accounts have relied primarily on the notion of reference dependence. Extending prior work, this research proposes an attribution-based account, in which consumer interpretation of WOM dispersion depends on the extent to which tastes in a product domain are perceived to be dissimilar, so that dispersion can be attributed to inconsistency in reviewer preferences rather than the product itself. Across four experimental studies, participants presented with online rating distributions were more tolerant of dispersion in taste-dissimilar product domains than taste-similar product domains, and the difference was driven by underlying attributions. Together, these findings expand current understanding of WOM, social distributions, and risk perception, by revealing distinct pathways through which consumers respond to differences of opinion. In addition, they suggest the opportunity to proactively influence the manner in which dispersion is perceived, highlighting its positive connotations while diminishing its association with risk.
Suggested Citation
Stephen X. He & Samuel D. Bond, 2015.
"Why Is the Crowd Divided? Attribution for Dispersion in Online Word of Mouth,"
Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1509-1527.
Handle:
RePEc:oup:jconrs:doi:10.1086/680667
DOI: 10.1086/680667
Download full text from publisher
Corrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:doi:10.1086/680667. See general information about how to correct material in RePEc.
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.
We have no bibliographic references for this item. You can help adding them by using 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.