Dorn, Michael Hans; Messner, Claude (28 February 2013). Balance theory in eWOM: Even if you red-flag this product, I like it, as I dislike you. In: Society for Consumer Psychology 2013 Annual Winter Conference. Society for Consumer Psychology
In eWOM the relationship between the consumer and the reviewer is weak. Still, the present study argues that social information, for example the reviewer`s user picture, influences the product evaluation. By applying balance theory we predict that the evaluation of the recommended product is a function of the induced attitude towards the reviewer and the valence of the review. By utilizing either positive or negative user pictures and either positive or negative reviews, we confirmed the hypothesized interaction. Consumers rated a negatively reviewed product more favorable when the reviewer used a negative user picture, compared to a positive user picture.
Item Type: |
Conference or Workshop Item (Poster) |
|---|---|
Division/Institute: |
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Consumer Behavior |
UniBE Contributor: |
Dorn, Michael Hans, Messner, Claude Mathias |
Subjects: |
600 Technology > 650 Management & public relations |
Publisher: |
Society for Consumer Psychology |
Language: |
English |
Submitter: |
Michael Hans Dorn |
Date Deposited: |
23 May 2014 09:31 |
Last Modified: |
05 Dec 2022 14:32 |
URI: |
https://boris.unibe.ch/id/eprint/48883 |
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