The Effects of Reviews on Consumer Experiences

Reviews affect consumption decisions, but can they change product experience? We show that consumers exposed to negative reviews have a worse product experience compared with naive consumers, but positive reviews do not improve experience. This asymmetry arises because negative reviews focus consumers on the negative attributes of the reviewed product.


Dena Yadin, Nira Munichor, Elanor Williams, and Inbal Stockheim (2021) ,"The Effects of Reviews on Consumer Experiences", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 275-276.


Dena Yadin, Bar-Ilan University
Nira Munichor, Bar-Ilan University
Elanor Williams, Washington University in St. Louis
Inbal Stockheim, College of Law & Business in Ramat-Gan


NA - Advances in Consumer Research Volume 49 | 2021

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