Examining the impacts of positive and negative online consumer reviews on behavioral intentions

role of need for cognitive closure and satisfaction guarantees

Shahin Sharifi*

*Corresponding author for this work

Research output: Contribution to journalArticle

6 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)397-426
Number of pages30
JournalJournal of Hospitality Marketing and Management
Volume28
Issue number4
Early online date25 Oct 2018
DOIs
Publication statusPublished - 19 May 2019

Keywords

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

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