How controversy leads to commitment: Predecisional distortion in reactions to premarket products through online review systems

作者：

Highlights：

• Not all average-rated products on online review systems have the same outcomes.

• Polarized ratings generate more discussion, sales, and follow-through purchases.

• Controversy can increase behavioral commitment to previously favored options.

• Negative feedback mixed with positive feedback improves product outcomes.

• Allowing consumers to provide pre-market ratings may increase purchase behavior.

摘要

•Not all average-rated products on online review systems have the same outcomes.•Polarized ratings generate more discussion, sales, and follow-through purchases.•Controversy can increase behavioral commitment to previously favored options.•Negative feedback mixed with positive feedback improves product outcomes.•Allowing consumers to provide pre-market ratings may increase purchase behavior.

论文关键词：Controversy,Review valence,Online rating systems,Blemishing effect,Predecisional distortion,Cognitive dissonance

论文评审过程：Received 29 July 2020, Revised 2 November 2020, Accepted 7 June 2021, Available online 11 June 2021, Version of Record 19 June 2021.

论文官网地址：https://doi.org/10.1016/j.chb.2021.106902