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 journalJournal articlepeer-review

    34 Citations (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
    Number of pages17
    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

    Fingerprint

    Dive into the research topics of 'Assessing the product review helpfulness: Affective-Cognitive evaluation and the moderating effect of feedback mechanism'. Together they form a unique fingerprint.

    Cite this