The Multiple Source Effect of Online Consumer Reviews on Brand Evaluations: Test of the Risk Diversification Hypothesis

Do-Hyung Park, Korea Advanced Institute of Science and Technology, Korea
Se-Bum Park, Korea Advanced Institute of Science and Technology, Korea
This research examines the multiple source effect of online consumer reviews (OCRs) on brand evaluations. In a test of the risk diversification hypothesis, the authors postulate that OCRs can enhance brand evaluations because exposure to multiple sources of OCRs not only prompts more effortful processing of different reviews, but also diversifies online purchase risks. The findings demonstrate that brand evaluations become more favorable when multiple review sources with dissimilar backgrounds provide OCRs, and further this persuasive advantage accentuates when a consumer purchases a lesser-known brand.
[ to cite ]:
Do-Hyung Park and Se-Bum Park (2008) ,"The Multiple Source Effect of Online Consumer Reviews on Brand Evaluations: Test of the Risk Diversification Hypothesis", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 744-745.