The Effects of Majority/Minority Source Status and Argument Quality of Online Reviews on Product Perceptions: the Moderating Role of Product Type

This study posits that for different products (search vs. experience goods), source status and review quality may have different impacts. Experience goods rely more on source status whereas search goods rely more on review quality. Marketers are suggested to develop effective promotion strategies based on product type.



Citation:

Yi-Wen Chien and Shian-Ko Liu (2020) ,"The Effects of Majority/Minority Source Status and Argument Quality of Online Reviews on Product Perceptions: the Moderating Role of Product Type", 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: 1189-1189.

Authors

Yi-Wen Chien, National Taiwan University
Shian-Ko Liu, National Taiwan University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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