Too Much Information: How Expertise Disclosures Affect the Persuasiveness of Online Consumer Reviews

Soyean (Julia) Kim , Boston University, USA
Barbara Bickart, Boston University, USA
Frederic Brunel , Boston University, USA
Online word-of-mouth (WOM) via consumer-generated product reviews has a significant impact on consumers’ purchase decisions (e.g., Chevalier and Mayzlin 2006; Godes and Mayzlin 2004). In this context, information exchange is typically among strangers, and readers can learn about reviewers only through reviewers’ own disclosure of their identity, expertise, and product involvement. Thus, source-related disclosures function as one cue through which readers can evaluate the usefulness of the review and thus, the persuasiveness of the message. Identity-related disclosures can be important determinants of the persuasiveness of a review (e.g., Forman, Ghose, and Wisenfeld 2008; Naylor, Lamberton, and Norton 2011). Our research builds on this earlier work by focusing on the effect of expertise-related disclosures on the persuasiveness of an online review. Specifically, we test the hypothesis that in some situations, too many expertise-related disclosures can reduce the persuasive impact of a message.
[ to cite ]:
Soyean (Julia) Kim , Barbara Bickart, and Frederic Brunel (2011) ,"Too Much Information: How Expertise Disclosures Affect the Persuasiveness of Online Consumer Reviews", 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: 823-824.