Evaluation nudge: Effect of evaluation mode of online customer reviews on consumers’ preferences

By Huimin Tan, Xingyang Lv, Xiaoyan Liu, D. Gursoy. 2018

115 citations recorded by the source corpus.

This study examines an “evaluation nudge” in which consumers' preferences for tourism products are dependent on whether the online information about alternative products is presented jointly (joint evaluation mode) or separately (separate evaluation mode). Utilizing two studies, relationship between evaluation mode and information processing is examined first. Afterwards, the relationship between preferences and decision-making in the context of evaluating alternatives with positive and negative reviews is examined. Study 1 shows a classical preference reversal effect that consumers prefer a restaurant alternative that is superior in qualitative attribute in separate evaluation mode, while preferring the alternative that is superior in quantitative attribute in joint evaluation mode. Systematic information processing mode is found to mediate the impact of evaluation mode on preference for restaurant alternatives. Study 2 replicates findings of study 1 partially, and reveals the different impacts of evaluation mode on preference for hotel alternatives resulting from negative valence of customers’ reviews.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/ea95e31684ad1cd409fc6cbb5e34d25ce33ef420

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Claudio Vitari
2. Elisabetta Raguseo
3. Raffaele Filieri
4. Ali Abdallah Alalwan
5. Hanqun Song
6. Jong-Hyeong Kim

In Organizational Behavior and Human Resource Management

1. Claudio Vitari
2. Elisabetta Raguseo
3. Raffaele Filieri
4. Hanqun Song
5. Jong-Hyeong Kim

In Sociology and Political Science

1. Claudio Vitari
2. Elisabetta Raguseo
3. Raffaele Filieri
4. Ali Abdallah Alalwan
5. Hanqun Song
6. Jong-Hyeong Kim

Citations in the corpus

• Extremely Negative Ratings and Online Consumer Review Helpfulness: The Moderating Role of Product Quality Signals (2020, background): “Online consumer reviews and ratings have been found to have considerable effects on the performance of travel and tourism organizations (Mariani, Borghi, and Gretzel 2019; Phillips et al. 2017; Raguseo and Vitari 2017; Tan et al. 2018; Viglia, Minazzi, and Buhalis 2016).”