Exploring an Incongruence Frame For Online Reviews

Online reviews often include a combination of informational cues such as numeric (i.e., star) ratings and qualitative text. In an effort to understand conflicting informational cues, this research conceptualizes and tests an incongruence frame. Across five studies the incongruence effect is shown to undermine review usage.


Praveen Sugathan and Subin Sudhir (2021) ,"Exploring an Incongruence Frame For Online Reviews", 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: 925-925.


Praveen Sugathan, Indian Institute of Management Kozhikode
Subin Sudhir, Indian Institute of Management, Indore


NA - Advances in Consumer Research Volume 49 | 2021

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