An examination of the role of review valence and review source in varying consumption contexts on purchase decision

Sai Vijay Tata, Sanjeev Prashar and Sumeet Gupta

Journal of Retailing and Consumer Services, 2020, vol. 52, issue C

Abstract: This study examines the influence of Valence and Source of Online Reviews on a customer's attitude and purchase decision in the context of public and private consumption using social influence theory and the concept of negativity bias. The study was conducted using a 2 × 3 × 3 online experiment to examine the influence of review valence (positive vs mixed vs negative), two sources (retailer vs third-party site) in two different consumption contexts (public vs private). The results highlight the role of review valence as well as consumption context on a shopper's decision.

Keywords: Consumption context; Negativity bias; Online reviews; Review source; Review valence; Social influence theory (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918304879

DOI: 10.1016/j.jretconser.2019.01.003

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