Asymmetric Conformity to Positive and Negative Advice

Henry Shen, University of California, Riverside, U.S.
Ye Li, University of California, Riverside, U.S.
The ubiquity of online ratings has facilitated word-of-mouth transmission but researchers have yet to fully understand whether and how rating valence interacts with intrinsic product quality to affect consumer’s ultimate product evaluation. We show that positive and negative WOM advice asymmetrically influences the evaluation of good and bad experiential products.
[ to cite ]:
Henry Shen and Ye Li (2016) ,"Asymmetric Conformity to Positive and Negative Advice", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 759-759.