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.


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.


Shahana Sen, Columbia University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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