Cultures of Product Reviewing

How do expert reviews and online user reviews construct product quality information? This paper explores the social processes of product reviewing. It conceptualizes expert reviewing and user reviewing as two distinct ‘epistemic cultures’ and shows that these cultures vary across three epistemic processes: generating evidence, evaluating evidence, and presenting evidence.


Mikkel Ørholm Nøjgaard and Niklas Woermann (2020) ,"Cultures of Product Reviewing", 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: 1210-1210.


Mikkel Ørholm Nøjgaard, University of Southern Denmark, Denmark
Niklas Woermann, University of Southern Denmark, Denmark


NA - Advances in Consumer Research Volume 48 | 2020

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