The importance of online reviews depends on when they are presented

Camilleri, AR

The importance of online reviews depends on when they are presented

Camilleri, AR

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Publisher:: ELSEVIER
Publication Type:: Journal Article
Citation:: Decision Support Systems, 2020, 133
Issue Date:: 2020-06-01

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Field	Value	Language
dc.contributor.author	Camilleri, AR
dc.date.accessioned	2020-10-05T20:21:35Z
dc.date.available	2020-10-05T20:21:35Z
dc.date.issued	2020-06-01
dc.identifier.citation	Decision Support Systems, 2020, 133
dc.identifier.issn	0167-9236
dc.identifier.issn	1873-5797
dc.identifier.uri	http://hdl.handle.net/10453/143087
dc.description.abstract	© 2020 Elsevier B.V. Imagine that you are a marketer with a good product but mediocre online reviews. When would be the best time to present the review score information to consumers: before the product description, with the product description, or after the product description? In order to answer this question, we carried out three online experiments in which we manipulated the order of information (reviews presented first or last), and timing of information (reviews presented simultaneously with or sequential to the product description). Overall, consumers put more weight on information that was seen most recently, particularly when the product description and review information was presented sequentially and the average review score was relatively low. That is, consumers put more weight on review score information after they had first formed an independent opinion based on the product description. Theoretically, these findings are best explained by an adjustment-based anchoring account. Practically, these findings arm managers with effective tactics regarding the placement of review score information.
dc.language	English
dc.publisher	ELSEVIER
dc.relation.ispartof	Decision Support Systems
dc.relation.isbasedon	10.1016/j.dss.2020.113307
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	01 Mathematical Sciences, 08 Information and Computing Sciences, 15 Commerce, Management, Tourism and Services
dc.subject.classification	Information Systems
dc.title	The importance of online reviews depends on when they are presented
dc.type	Journal Article
utslib.citation.volume	133
utslib.for	01 Mathematical Sciences
utslib.for	08 Information and Computing Sciences
utslib.for	15 Commerce, Management, Tourism and Services
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney
utslib.copyright.status	closed_access	*
dc.date.updated	2020-10-05T20:21:32Z
pubs.publication-status	Published
pubs.volume	133

Abstract:

© 2020 Elsevier B.V. Imagine that you are a marketer with a good product but mediocre online reviews. When would be the best time to present the review score information to consumers: before the product description, with the product description, or after the product description? In order to answer this question, we carried out three online experiments in which we manipulated the order of information (reviews presented first or last), and timing of information (reviews presented simultaneously with or sequential to the product description). Overall, consumers put more weight on information that was seen most recently, particularly when the product description and review information was presented sequentially and the average review score was relatively low. That is, consumers put more weight on review score information after they had first formed an independent opinion based on the product description. Theoretically, these findings are best explained by an adjustment-based anchoring account. Practically, these findings arm managers with effective tactics regarding the placement of review score information.

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http://hdl.handle.net/10453/143087