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

Kemefasu Ifie

Journal of Interactive Marketing, 2020, vol. 52, issue C, 35-51

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.

Keywords: Tentativeness; Online reviews; Source expertise; Product experience; Attitude certainty; Information completeness (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:52:y:2020:i:c:p:35-51

DOI: 10.1016/j.intmar.2020.03.002

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