Assessing the product review helpfulness: Affective-Cognitive evaluation and the moderating effect of feedback mechanism

Mengxiang LI*, Pu Huang

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

Product review length has been demonstrated as one of the key factors that influence the product review helpfulness. However, we have little knowledge of a deeper understanding on how consumers process the product review length to assess product review helpfulness. Anchoring on the human's affective-cognitive model of decision-making and the prominent coping approaches, this research revisits this key issue from consumers’ affect-oriented and cognition-oriented processing perspective. Our findings show that (1) consumers apply both the affect-oriented and cognition-oriented processing to assess the helpfulness of product review, (2) a significant inverted U-shape relationship between the review length and the review helpfulness, and interestingly, (3) such a relationship is further moderated by whether the product review author has provided a response to consumers’ comments. These findings not only provide further robust evidence to the consideration of both product review length and feedback, but also suggest a refinement of the underlying mechanism on how consumers process product review length to assess product review helpfulness.

Original languageEnglish
Article number103359
JournalInformation and Management
Volume57
Issue number7
DOIs
Publication statusPublished - Nov 2020

Scopus Subject Areas

  • Management Information Systems
  • Information Systems
  • Information Systems and Management

User-Defined Keywords

  • Affect-oriented processing
  • Cognition-oriented processing
  • Inverted U-shape relationship
  • Product review author's response
  • Product review helpfulness
  • Product review length

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