Consumer Perceptions of Strategies For Responding to Critical Reviews

Jennifer Wiggins Johnson, Kent State University, USA
Stephen Preece, Wilfrid Laurier University, Canada
Chanho Song, Kent State University, USA
Dharti Trivedi, Kent State University, USA
This paper tests the effectiveness of four strategies of organizations for responding to critical reviews: 1) providing no response, 2) quoting positive aspects of the review, 3) presenting the full text of the review, and 4) inviting consumers to respond to the review, in influencing consumer attitudes and purchase decisions.
[ to cite ]:
Jennifer Wiggins Johnson, Stephen Preece, Chanho Song, and Dharti Trivedi (2015) ,"Consumer Perceptions of Strategies For Responding to Critical Reviews", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 813-813.