Are Bad Reviews Stronger Than Good? Asymmetric Negativity Biases in the Formation of Online Consumer Trust

Dezhi Yin, Georgia Tech, USA
Samuel Bond, Georgia Tech, USA
Han Zhang, Georgia Tech, USA
This research examines biases impacting trust formation in online environments. Borrowing from literature on person perception, we predict that consumers will exhibit more negative bias for information regarding sellers’ integrity than information regarding sellers’ competence. Our hypothesis is confirmed in two experiments utilizing numeric seller ratings and text reviews.
[ to cite ]:
Dezhi Yin, Samuel Bond, and Han Zhang (2011) ,"Are Bad Reviews Stronger Than Good? Asymmetric Negativity Biases in the Formation of Online Consumer Trust", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.