Abstract
When reviewers write online reviews, they differ in the focus of their attention: some focus on their own experiences, whereas some direct their attention to others-prospective consumers who may read the reviews in the future. This paper explores how, why, and when reviewers' attentional focus can influence the helpfulness evaluation of reviews beyond the impact of substantive review content. Drawing on the attentional focus and persuasion literatures, we develop a theoretical model proposing that reviewers' attentional focus may influence consumers' perception of review helpfulness through opposing processes, and that its overall effect is contingent on the review's two-sidedness. Results of one archival analysis and five controlled experiments provide consistent support for our hypotheses. This work challenges the predominant view of the positive impact of other-focus (vs. self-focus), explores the interpersonal impact of a reviewer's attentional focus on prospective consumers who are total strangers, and reveals an important, context-specific boundary condition.
Original language | English |
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Pages (from-to) | 801-809 |
Number of pages | 9 |
Journal | Information Systems Research |
Volume | 32 |
Issue number | 3 |
Early online date | 20 May 2021 |
DOIs | |
Publication status | Published - Sept 2021 |
Scopus Subject Areas
- Management Information Systems
- Information Systems
- Computer Networks and Communications
- Information Systems and Management
- Library and Information Sciences
User-Defined Keywords
- Attentional focus
- Empathic concern
- Online reviews
- Perceived review helpfulness
- Persuasion motives
- Review two-sidedness