Conveying an Impression: Effects of the Consumer Review Process on Attitude Communication and Persistence

This research examines the long-term impact of review writing on the evaluation of a consumption experience. Relevant theories offer conflicting predictions regarding the extent to which writing a product review will stabilize attitude towards the product. We investigate this question in an experimental setting using short movie clips as target stimuli. Our results indicate that the timing and format of the review task systematically influence attitude persistence over time, as well as readers’ inferences regarding that attitude. Implications and extensions of these results are discussed.



Citation:

Stephen Xihao He and Samuel Bond (2010) ,"Conveying an Impression: Effects of the Consumer Review Process on Attitude Communication and Persistence", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 813-815 .

Authors

Stephen Xihao He, Georgia Institute of Technology, USA
Samuel Bond, Georgia Institute of Technology, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

G9. The Voice From Afar: How Reverberation Affects Consumer Cognition

Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg

Read More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Featured

K3. Goal or Knowledge? Exploring the Nature of Culture and its Consequential Effect

Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

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.