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Two Essays on the Interplay Between Online Reviews and Consumers
Mousavi, Seyedjavad
Mousavi, Seyedjavad
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Abstract
Online reviews and ratings have evolved into valuable resources for consumers as well as businesses. Given that an astronomical number of reviews are being posted on online review platforms, the roles of consumers and review platforms need to be investigated. This dissertation, therefore, investigates the interplay between online reviews and consumers. In Essay 1, the impact of various graphical representations of online rating distributions on consumer decision-making is studied. While displaying rating distributions in proportional versus simple bar graphs leads to lower product evaluations, it reduces other cognitive biases. This negative impact is reduced with an increase in the distribution’s peak value. Essay 2 investigates how consumers’ characteristics affect the textual content of negative online reviews. Consumers write negative reviews to complain about various aspects of products and services. We find that compared with liberal individuals, conservative consumers are more likely to complain about their dissatisfactory personal interactions with service employees in their reviews. As well as making significant contributions to both practical and theoretical issues, the two essays offer valuable ideas for future research.
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Date
2022-08-31
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University of Kansas
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Marketing,