Conveying an Impression: Effects of the Consumer Review Process on Attitude Communication and Persistence

Stephen Xihao He, Georgia Institute of Technology, USA
Samuel Bond, Georgia Institute of Technology, USA
This research examines the long-term impact of review writing on the evaluation of a consumption experience. Relevant theories offer conflicting predictions regarding the extent to which writing a product review will stabilize attitude towards the product. We investigate this question in an experimental setting using short movie clips as target stimuli. Our results indicate that the timing and format of the review task systematically influence attitude persistence over time, as well as readers’ inferences regarding that attitude. Implications and extensions of these results are discussed.
[ to cite ]:
Stephen Xihao He and Samuel Bond (2010) ,"Conveying an Impression: Effects of the Consumer Review Process on Attitude Communication and Persistence", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 813-815 .