Positively Useless: Irrelevant Negative Information Enhances Positive Impressions

Meyrav Shoham, Technion, Israel
Sarit Moldovan, Technion, Israel
Yael Steinhart, Tel Aviv University, Israel
In a series of studies we demonstrate that irrelevant information (unhelpful user reviews) can enhance product evaluations and satisfaction—if framed negatively. When unhelpful negative reviews appear alongside positive ones, consumers infer that there is nothing negative to say about the product, which boosts the impact of the positive reviews.
[ to cite ]:
Meyrav Shoham, Sarit Moldovan, and Yael Steinhart (2015) ,"Positively Useless: Irrelevant Negative Information Enhances Positive Impressions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 100-104.