Trust of the Virtual Ewom Reviewer and the Role of Gendered Self-Construal

Shahana Sen, Columbia University, USA
We investigate the role of gender differences in consumers’ self-construals, in influencing trust attitudes towards virtual reviewers writing eWOM consumer reviews. We find that the differences in a person’s relational-interdependent self-construal is an underlying reason leading to this gendered difference in the trust of a virtual eWOM reviewer.
[ to cite ]:
Shahana Sen (2011) ,"Trust of the Virtual Ewom Reviewer and the Role of Gendered Self-Construal", 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.