Balance theory in eWOM: Even if you red-flag this product, I like it, as I dislike you

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 and 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:

19 Feb 2019 12:11

URI:

https://boris.unibe.ch/id/eprint/48883

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