Assimilation and Contrast in Web Product Reviews: Devaluing the Recommendation of a Proficient But Dissimilar Reviewer.

Michael Dorn, University of Bern, Switzerland
Claude Messner, University of Bern, Switzerland
Little is known about how the social information on the reviewer influences consumers’ evaluation of the reviewed product. This experimental study applies the paradigm of social comparison and measures the product-evaluation. Contrasting the social information leads to a devaluation of the products recommended by a proficient but dissimilar reviewer.
[ to cite ]:
Michael Dorn and Claude Messner (2012) ,"Assimilation and Contrast in Web Product Reviews: Devaluing the Recommendation of a Proficient But Dissimilar Reviewer. ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1118-1118.