Does a Flaw Outweigh a Flaw? the Bright Side of Negative Comments in Online Product Reviews

The research find that two-sided information reviews are more persuasive to consumers than one-sided information reviews, and the importance, proportion and position of negative information play a moderating role in this relationship. This study enriches the relevant research on the impact of online reviews on consumer product purchases.



Citation:

Shen DUAN (2020) ,"Does a Flaw Outweigh a Flaw? the Bright Side of Negative Comments in Online Product Reviews", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1120-1120.

Authors

Shen DUAN, Renmin University of China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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