Seeking the Opinions of Others Online: Evidence of Evaluation Overshoot

Brent Coker, University of Melbourne, Australia
The internet has evolved into a social tool whereby consumers increasingly seek the opinions of others to aid their purchase decisions. The vastness of opinions often leads consumers to process both positive reviews as well as negative. In two experiments, the present research documents evidence of brand evaluation overshoot as a function of information valence order.
[ to cite ]:
Brent Coker (2011) ,"Seeking the Opinions of Others Online: Evidence of Evaluation Overshoot", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 347-353.