Examining Online Review Posting Preferences

Three studies reveal that frequent (vs. infrequent) online review posters are more intent to post a review when their opinion belongs to the minority (vs. majority) of previously posted ratings. This effect occurs because of differences in social risk perceptions and is stronger for identity-relevant products.


Jana Möller, Sabrina Gottschalk, and Alexander Mafael (2020) ,"Examining Online Review Posting Preferences", 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: 548-547.


Jana Möller, Freie Universität Berlin
Sabrina Gottschalk, City, University of London
Alexander Mafael, Stockholm School of Economics


NA - Advances in Consumer Research Volume 48 | 2020

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