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

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.



Citation:

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.

Authors

Shahana Sen, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos

Fei Cao, Renmin University of China
Xia Wang, Renmin University of China

Read More

Featured

Economic Tremors and Earthquakes: Sharing, The Sharing Economy, Crowdfunding, Cryptocurrencies, and DAOs

Russell W. Belk, York University, Canada

Read More

Featured

Emotional Volatility and Cultural Success

Jonah Berger, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, 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.