Consumer attitude formation from eWOM: interplay between cognition and affect

Jinsoo Kim

International Journal of Internet Marketing and Advertising, 2017, vol. 11, issue 4, 330-354

Abstract: The goal of the current study is to investigate how affective and cognitive processing - two of the main components in forming an attitude - play roles in the impact of online consumer reviews on brand/product attitude formation, and, consequently, on purchase intention formation under various conditions (e.g. valence of consumer reviews, product type, and level of involvement). The main experiment was conducted under 2 × 2 × 2 experimentally designed conditions with manipulated valence (positive vs. negative), product type (hedonic vs. functional), and involvement level (high vs. low). The study found a dominant moderating effect from valence of consumer review, whereas the effects from the other moderating variables - product types and involvement levels - were merely detected. The theoretical and practical implications of these findings are discussed.

Keywords: word of mouth; electronic word of mouth; eWOM; consumer; attitude; purchase intention; emotion; cognition; affect; consumer reviews; product reviews; ELM; elaboration likelihood model; product types; hedonic and functional products; involvement level; valence; experiment. (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:11:y:2017:i:4:p:330-354

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