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Promoting Reviewer-Related Attribution: Moderately Complex Presentation of Mixed Opinions Activates the Analytic Process

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  • Guangming Xie

    (School of Logistics, Chengdu University of Information Technology, Chengdu 610031, China)

  • Wenbo Du

    (School of Management, Guangzhou University, Guangzhou 510006, China)

  • Hongping Yuan

    (School of Management, Guangzhou University, Guangzhou 510006, China)

  • Yushi Jiang

    (School of Economics and Management, Southwest Jiao Tong University, Chengdu 610031, China)

Abstract

Using metacognition and dual process theories, this paper studied the role of types of presentation of mixed opinions in mitigating negative impacts of online word of mouth (WOM) dispersion on consumer’s purchasing decisions. Two studies were implemented, respectively. By employing an eye-tracking approach, study 1 recorded consumer’s attention to WOM dispersion. The results show that the activation of the analytic system can improve reviewer-related attribution options. In study 2, three kinds of presentation of mixed opinions originating from China’s leading online platform were compared. The results demonstrated that mixed opinions expressed in moderately complex form, integrating average ratings and reviewers’ impressions of products, was effective in promoting reviewer-related attribution choices. However, too-complicated presentation types of WOM dispersion can impose excessively on consumers’ cognitive load and eventually fail to activate the analytic system for promoting reviewer-related attribution choices. The main contribution of this paper lies in that consumer attribution-related choices are supplemented, which provides new insights into information consistency in consumer research. The managerial and theoretical significance of this paper are discussed in order to better understand the purchasing decisions of consumers.

Suggested Citation

  • Guangming Xie & Wenbo Du & Hongping Yuan & Yushi Jiang, 2021. "Promoting Reviewer-Related Attribution: Moderately Complex Presentation of Mixed Opinions Activates the Analytic Process," Sustainability, MDPI, vol. 13(2), pages 1-28, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:441-:d:475270
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