20-I: Political Ideology and Review Evaluation

This research proposes that political ideology affects reviewer similarity's influence on review evaluation. Those who are increasingly conservative tend to have stronger relational motivations. Consequently, conservatives value reviews from similar reviewers more than dissimilar ones, while liberals do not value reviews from similar and dissimilar reviewers.


Sik Chuen Yu, Donnel Briley, and Pennie Frow (2017) ,"20-I: Political Ideology and Review Evaluation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1070-1070.


Sik Chuen Yu, University of Sydney, Australia
Donnel Briley, University of Sydney, Australia
Pennie Frow, University of Sydney, Australia


NA - Advances in Consumer Research Volume 45 | 2017

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