EFFECTS OF REVIEW CHARACTERISTICS AND CONSUMER REGULATORY FOCUS ON PERCEIVED REVIEW USEFULNESS
- Authors
- Kim, Mikyoung; Lee, Mira
- Issue Date
- 2015
- Publisher
- SOC PERSONALITY RES INC
- Keywords
- consumer reviews; regulatory focus; review valence; review claim type; perceived usefulness
- Citation
- SOCIAL BEHAVIOR AND PERSONALITY, v.43, no.8, pp.1319 - 1334
- Journal Title
- SOCIAL BEHAVIOR AND PERSONALITY
- Volume
- 43
- Number
- 8
- Start Page
- 1319
- End Page
- 1334
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/10961
- DOI
- 10.2224/sbp.2015.43.8.1319
- ISSN
- 0301-2212
- Abstract
- Employing regulatory focus theory, we explored how consumer regulatory focus interacts with 2 characteristics of a consumer review-review valence and claim type-to influence consumers' perceived usefulness of the review. To this end, we conducted an experiment with 126 college students as participants. The results showed that promotion-focused consumers perceived a positive review to be more useful than did prevention-focused consumers, whereas prevention- focused consumers perceived a negative review as more useful than did promotion-focused consumers. We also found that promotion-focused consumers perceived an evaluative review as more useful than did prevention- focused consumers. Unexpectedly, however, both promotion- and prevention- focused consumers perceived a factual review to be highly useful.
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Collections - School of Advertising and Public Relations > School of Advertising and Public Relations > 1. Journal Articles
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