The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews
We show that adult consumers who witnessed high levels of interparental conflict during childhood evaluate the product less favorably when product reviews exhibit less (vs. more) consensus of opinion, and this avoidance of less consensus is driven by higher pessimism levels.
Citation:
Mengmeng Liu, Maureen Morrin, and Boyoun Grace Chae (2018) ,"The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 686-686.
Authors
Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
G1. Enchantment through Retro Product Consumption in a Digital World
Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK
Featured
Q4. The notion of self-optimization in context of self-tracking and beyond
Agnieszka Krzeminska, Leuphana University Lüneburg
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
Featured
I5. Take That Mirror Away From me! Clothing Consumption by the Elderly and the Self-identity of the Young
Daniela Ferreira, Federal University of Rio de Janeiro