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Asymmetric Effects of Online Consumer Reviews

Park, S and Nicolau, JL (2015) Asymmetric Effects of Online Consumer Reviews Annals of Tourism Research, 50. pp. 67-83.

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Consumers tend to seek heuristic information cues to simplify the amount of information involved in tourist decisions. Accordingly, star ratings in online reviews are a critical heuristic element of the perceived evaluation of online consumer information. The objective of this article is to assess the effect of review ratings on usefulness and enjoyment. The empirical application is carried out on a sample of 5,090 reviews of 45 restaurants in London and New York. The results show that people perceive extreme ratings (positive or negative) as more useful and enjoyable than moderate ratings, giving rise to a U-shaped line, with asymmetric effects: the size of the effect of online reviews depends on whether they are positive or negative.

Item Type: Article
Subjects : Hospitality
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Date : 1 January 2015
Identification Number : 10.1016/j.annals.2014.10.007
Copyright Disclaimer : © 2015. This manuscript version is made available under the CC-BY-NC-ND 4.0 license
Contributors :
Depositing User : Symplectic Elements
Date Deposited : 24 May 2016 09:57
Last Modified : 24 May 2016 09:57

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