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Consumers’ Need for Negative Product Information Before Reading Reviews

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Title:Consumers’ Need for Negative Product Information Before Reading Reviews
Authors:Hirschmeier, Stefan
Tilly, Roman
Keywords:Firm and User Generated Content in the Digital Economy: Key Players, Management and Impact
consumer decision making
hedonic product
negativity bias
user-generated content
show 1 moreutilitarian product
show less
Date Issued:07 Jan 2020
Abstract:Negative product-related information is crucial to consumers in purchase decisions. Consumers perceive negative information stronger than positive, and next to a stronger perception, consumers also have a high demand for negative product aspects, as these show the problem areas of a product and can help avoid losses. But negative product-related information is not available in the product search process until the customer reads reviews at a very late phase of the decision process. Even though we know about a bias in perception of negative information, little is known about the exact need for negative product-related information during the search process. We examine the need for negative product-related information throughout the purchase-decision process for different product types. Insights about the need for negative product-related information can inform ecommerce platform providers how to design a better product search on their site.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/64250
ISBN:978-0-9981331-3-3
DOI:10.24251/HICSS.2020.508
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Firm and User Generated Content in the Digital Economy: Key Players, Management and Impact


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