Management Science and Information Systems' Seminar

Topic:Effect of Chunking on Online Review Persuasion: The Moderating Role of Need for Cognition

Speaker:Lingyun Qiu

Affiliation:Guanghua school of Management

Time: Wednesday, 24September. 4:10pm

Location: Room K01 Guanghua Building 2

Abstract：This research proposes review chunking as a new influencing factor of the persuasiveness of online product reviews and examines the differential effects of review chunking on product attitude for consumers of high versus low need for cognition. Based on a laboratory experiment, we show that for consumers low in need for cognition, review chunking has a negative effect on product attitude. For consumer high in need for cognition, the effect of review chunking on product attitude depends on the presentation order of review chunks. Compared with unchunked conditions, consumers will have a more positive product attitude when the chunk of positive reviews is presented first and they will have a more negative product attitude when the chunk of negative reviews is presented first.

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