In Search of Negativity Bias: An Empirical Study of Perceived Helpfulness of Online Reviews
Wu, PF (2013) In Search of Negativity Bias: An Empirical Study of Perceived Helpfulness of Online Reviews Psychology and Marketing, 30 (11).
Available under License : See the attached licence file.
A basic tenet of psychology is that the psychological effects of negative information outweigh those of positive information. Three empirical studies show that the negativity bias can be attenuated or even reversed in the context of electronic word-of-mouth (eWoM). The first study analyzes a large sample of customer reviews collected from Amazon.com and concludes that negative reviews are no more helpful than positive ones when controlling for review quality The second study follows up with a virtual experiment that confirms the lack of negativity bias in evaluating the helpfulness of online reviews. The third study demonstrates that the negativity effect can be reversed by manipulating the baseline valences. This work challenges the conventional wisdom of “bad is stronger than good” and contributes to the understanding of the eWoM phenomenon.
|Divisions :||Faculty of Health and Medical Sciences > School of Psychology|
|Date :||6 October 2013|
|Identification Number :||10.1002/mar.20660|
|Additional Information :||This is the peer reviewed version of the following article: Wu, PF (2013) In Search of Negativity Bias: An Empirical Study of Perceived Helpfulness of Online Reviews Psychology and Marketing, 30 (11), which has been published in final form at http://dx.doi.org/10.1002/mar.20660. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.|
|Depositing User :||Symplectic Elements|
|Date Deposited :||02 Dec 2015 19:06|
|Last Modified :||02 Dec 2015 19:06|
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