Examining the impacts of positive and negative online consumer reviews on behavioral intentions: role of need for cognitive closure and satisfaction guarantees

Research output: Contribution to journalArticleResearchpeer-review

Abstract

These days, many consumers are likely to read online consumer reviews before making a purchase decision (e.g., hotel booking). Online consumer reviews may be purely positive or negative, or a mix of both. We examine consumer reactions to positive versus negative versus mixed reviews (i.e., review sidedness). Furthermore, we examine the effect of the need for cognitive closure and satisfaction guarantee on reactions to review sidedness. The findings indicate that the most favorable evaluations belong to positive reviews, followed by mixed reviews, and then negative reviews. Furthermore, the need for cognitive closure enhances the evaluations of positive and negative reviews but lowers the evaluations of mixed reviews. The need for cognitive closure buffers the evaluations of mixed reviews only when a satisfaction guarantee is not offered; however, a satisfaction guarantee enhances the evaluations of mixed reviews.
LanguageEnglish
Pages397-426
Number of pages30
JournalJournal of Hospitality Marketing and Management
Volume28
Issue number4
Early online date25 Oct 2018
DOIs
Publication statusPublished - 19 May 2019

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Closure
Behavioral intention
Guarantee
Online consumer reviews
need
evaluation
Hotels
Evaluation
effect
purchase
decision
Buffer
Purchase decision

Keywords

  • Review sidedness
  • need for cognitive closure
  • online reviews
  • satisfaction guarantee
  • trust
  • purchase intentions

Cite this

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abstract = "These days, many consumers are likely to read online consumer reviews before making a purchase decision (e.g., hotel booking). Online consumer reviews may be purely positive or negative, or a mix of both. We examine consumer reactions to positive versus negative versus mixed reviews (i.e., review sidedness). Furthermore, we examine the effect of the need for cognitive closure and satisfaction guarantee on reactions to review sidedness. The findings indicate that the most favorable evaluations belong to positive reviews, followed by mixed reviews, and then negative reviews. Furthermore, the need for cognitive closure enhances the evaluations of positive and negative reviews but lowers the evaluations of mixed reviews. The need for cognitive closure buffers the evaluations of mixed reviews only when a satisfaction guarantee is not offered; however, a satisfaction guarantee enhances the evaluations of mixed reviews.",
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