Gendered Differences in the Trust of E-Word-Of-Mouth From Virtual Reviewers

In this paper we study the trust of a virtual reviewer and use of word-of-mouth over the Web, and find a gendered difference in the attitude towards eWOM consumer reviews. Compared to men, women were significantly more likely to consider eWOM consumer reviews as informative, and reported that they were more likely to use these in their decision-making. Women also exhibited the negativity bias, viz. found negative reviews significantly more informative than positive reviews, while men did not. In this paper, we investigate the underlying reasons leading to this gendered difference in the trust of eWOM from a virtual reviewer.



Citation:

Shahana Sen (2009) ,"Gendered Differences in the Trust of E-Word-Of-Mouth From Virtual Reviewers", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 127-127.

Authors

Shahana Sen, Fairleigh Dickinson University, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?

Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University

Read More

Featured

Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning

Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.