When Credibility Truly Matters Online: Investigating the Role of Source Credibility For the Impact of Customer Reviews

This research shows differential effects of source credibility in an online customer review (OCR)-context. Drawing on the heuristic systematic model’s notion regarding the co-occurrence of systematic and heuristic processing we show that source credibility exerts a persuasive effect when OCRs are positive (non-diagnostic) but not when they are negative (diagnostic).



Citation:

Wolfgang Weitzl, Elisabeth Wolfsteiner, Sabine Einwiller, and Udo Wagner (2016) ,"When Credibility Truly Matters Online: Investigating the Role of Source Credibility For the Impact of Customer Reviews", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 353-358.

Authors

Wolfgang Weitzl, University of Vienna, Austria
Elisabeth Wolfsteiner, University of Vienna, Austria
Sabine Einwiller, University of Vienna, Austria
Udo Wagner, University of Vienna, Austria



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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