IDEAS home Printed from https://ideas.repec.org/a/spr/infosf/v26y2024i3d10.1007_s10796-023-10414-5.html
   My bibliography  Save this article

When to Target Customers for Helpful Reviews: The Evolution of Consumers’ Product Evaluations with Product Exposure

Author

Listed:
  • Cong Zhang

    (University of Baltimore)

  • Atish P. Sinha

    (University of Wisconsin-Milwaukee)

  • Yang Wang

    (University of Wisconsin-Milwaukee)

Abstract

Many online sellers send a review request only a few days after product delivery to gather customer reviews. Yet, the value of this strategy is questionable because buyers with short product exposure are unlikely to have enough time to inspect the product thoroughly and thus may not offer valuable evaluations. We address this question by examining the influence of consumers’ product exposure on the helpfulness of their reviews. Our findings suggest that those with a longer product exposure tend to produce more helpful posts. The subsequent topic modeling analyses reveal that reviewers’ assessments of product utilitarian aspects increase with product exposure. Such information is perceived as less subjective and contains more discussions on product functionality. Lastly, we found that users with prior product domain knowledge do not need a long exposure to produce helpful reviews. Businesses with an urgent need to gain reviews may target them as a priority.

Suggested Citation

  • Cong Zhang & Atish P. Sinha & Yang Wang, 2024. "When to Target Customers for Helpful Reviews: The Evolution of Consumers’ Product Evaluations with Product Exposure," Information Systems Frontiers, Springer, vol. 26(3), pages 1183-1199, June.
    • Handle: RePEc:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-023-10414-5
    DOI: 10.1007/s10796-023-10414-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10796-023-10414-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10796-023-10414-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Simona Botti & Ann L. McGill, 2011. "The Locus of Choice: Personal Causality and Satisfaction with Hedonic and Utilitarian Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 1065-1078.
    2. Emily Oster, 2019. "Unobservable Selection and Coefficient Stability: Theory and Evidence," Journal of Business & Economic Statistics, Taylor & Francis Journals, vol. 37(2), pages 187-204, April.
    3. Mohammadreza Mousavizadeh & Mehrdad Koohikamali & Mohammad Salehan & Dam J. Kim, 2022. "An Investigation of Peripheral and Central Cues of Online Customer Review Voting and Helpfulness through the Lens of Elaboration Likelihood Model," Information Systems Frontiers, Springer, vol. 24(1), pages 211-231, February.
    4. Sambit Tripathi & Amit V. Deokar & Haya Ajjan, 2022. "Understanding the Order Effect of Online Reviews: A Text Mining Perspective," Information Systems Frontiers, Springer, vol. 24(6), pages 1971-1988, December.
    5. Chris Forman & Anindya Ghose & Batia Wiesenfeld, 2008. "Examining the Relationship Between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets," Information Systems Research, INFORMS, vol. 19(3), pages 291-313, September.
    6. Raju, P. S. & Reilly, Michael D., 1980. "Product familiarity and information processing strategies: An exploratory investigation," Journal of Business Research, Elsevier, vol. 8(2), pages 187-212, June.
    7. Maheswaran, Durairaj, 1994. "Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 354-365, September.
    8. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    9. Navid Aghakhani & Onook Oh & Dawn G. Gregg & Jahangir Karimi, 2021. "Online Review Consistency Matters: An Elaboration Likelihood Model Perspective," Information Systems Frontiers, Springer, vol. 23(5), pages 1287-1301, September.
    10. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    11. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    12. Park, C Whan & Lessig, V Parker, 1981. "Familiarity and Its Impact on Consumer Decision Biases and Heuristics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 223-230, September.
    13. Srikanth Parameswaran & Pubali Mukherjee & Rohit Valecha, 2023. "I Like My Anonymity: An Empirical Investigation of the Effect of Multidimensional Review Text and Role Anonymity on Helpfulness of Employer Reviews," Information Systems Frontiers, Springer, vol. 25(2), pages 853-870, April.
    14. Dinesh Puranam & Vishal Narayan & Vrinda Kadiyali, 2017. "The Effect of Calorie Posting Regulation on Consumer Opinion: A Flexible Latent Dirichlet Allocation Model with Informative Priors," Marketing Science, INFORMS, vol. 36(5), pages 726-746, September.
    15. Ann Kronrod & Shai Danziger, 2013. ""Wii Will Rock You!" The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 726-739.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Pandey, Prince & Singh, Jyoti Prakash, 2025. "Generating product reviews from aspect-based ratings using large language models," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Byun, Jaemun & Jang, SooCheong (Shawn), 2015. "Effective destination advertising: Matching effect between advertising language and destination type," Tourism Management, Elsevier, vol. 50(C), pages 31-40.
    2. Varsha Jain & Chakshu Bhandari & Ganesh B.E., 2017. "Discovering the Interpersonal Relationship Between Luxury Perfume Brands and Consumers," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 5(2), pages 85-108, October.
    3. Artigas, Enrique Marinao & Moraga, Eduardo Torres & Yrigoyen, Coro Chasco, 2014. "Satisfação: determinante da familiaridade do destino turístico," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(4), July.
    4. Tore Kristensen & Gorm Gabrielsen & Eugene D. Jaffe, 2014. "Is Familiarity a Moderator of Brand/Country Alliances? One More Look," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 2(2), pages 61-77, October.
    5. Mukhopadhyay, Soumya & Vijayalakshmi, Akshaya & Jain, Shailendra P., 2023. "Understanding consumers in-store behavior: The dual role of episode-specific motive adjustment and motive selection," Journal of Retailing, Elsevier, vol. 99(3), pages 460-479.
    6. Qian, Lixian & Soopramanien, Didier & Daryanto, Ahmad, 2017. "First-time buyers' subjective knowledge and the attribute preferences of Chinese car buyers," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 189-196.
    7. Zablocki, Agnieszka & Makri, Katerina & Houston, Michael J., 2019. "Emotions Within Online Reviews and their Influence on Product Attitudes in Austria, USA and Thailand," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 20-39.
    8. Esther Liu, Qianqian & He, Dongjin & Jiang, Yuwei, 2025. "Loose = fun? How interstitial space in brand logos affects product perception," Journal of Business Research, Elsevier, vol. 192(C).
    9. Hsin-Hsien Liu & Hsuan-Yi Chou, 2022. "Attribute specification effect on hedonic and utilitarian options," Australian Journal of Management, Australian School of Business, vol. 47(2), pages 322-341, May.
    10. Jiménez, Nadia Huitzilin & San Martín, Sonia, 2010. "The role of country-of-origin, ethnocentrism and animosity in promoting consumer trust. The moderating role of familiarity," International Business Review, Elsevier, vol. 19(1), pages 34-45, February.
    11. Chikako Ishizuka & Kei Aoki, 2024. "Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 979-989, December.
    12. Daniel R Clark & Dan Li & Dean A Shepherd, 2018. "Country familiarity in the initial stage of foreign market selection," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 49(4), pages 442-472, May.
    13. Hepola, Janne & Leppäniemi, Matti & Karjaluoto, Heikki, 2020. "Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    14. Agnieszka Zablocki & Bodo Schlegelmilch & Michael J. Houston, 2019. "How valence, volume and variance of online reviews influence brand attitudes," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 61-77, June.
    15. Tarka, Piotr & Kukar-Kinney, Monika & Harnish, Richard J., 2022. "Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    16. Lee, Jihyun & Lee, Yuri, 2015. "The interactions of CSR, self-congruity and purchase intention among Chinese consumers," Australasian marketing journal, Elsevier, vol. 23(1), pages 19-26.
    17. Pagani, Margherita & Racat, Margot & Hofacker, Charles F., 2019. "Adding Voice to the Omnichannel and How that Affects Brand Trust," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 89-105.
    18. Thai, Nguyen T. & Yuksel, Ulku, 2017. "Too many destinations to visit: Tourists’ dilemma?," Annals of Tourism Research, Elsevier, vol. 62(C), pages 38-53.
    19. Rahman, Syed Mahmudur & Carlson, Jamie & Gudergan, Siegfried P. & Wetzels, Martin & Grewal, Dhruv, 2022. "Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact," Journal of Retailing, Elsevier, vol. 98(4), pages 611-632.
    20. Liang Xiao & Feipeng Guo & Fumao Yu & Shengnan Liu, 2019. "The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-24, May.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-023-10414-5. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc 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 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.