When Credibility Truly Matters Online: Investigating the Role of Source Credibility For the Impact of Customer Reviews

Wolfgang Weitzl, University of Vienna, Austria
Elisabeth Wolfsteiner, University of Vienna, Austria
Sabine Einwiller, University of Vienna, Austria
Udo Wagner, University of Vienna, Austria
This research shows differential effects of source credibility in an online customer review (OCR)-context. Drawing on the heuristic systematic model’s notion regarding the co-occurrence of systematic and heuristic processing we show that source credibility exerts a persuasive effect when OCRs are positive (non-diagnostic) but not when they are negative (diagnostic).
[ to cite ]:
Wolfgang Weitzl, Elisabeth Wolfsteiner, Sabine Einwiller, and Udo Wagner (2016) ,"When Credibility Truly Matters Online: Investigating the Role of Source Credibility For the Impact of Customer Reviews", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 353-358.