Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth
Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth
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DOI：
10.1509/jmr.12.0063
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发表时间：
2013-08-01
影响因子：
6.1
通讯作者：
Lurie, Nicholas H.
中科院分区：
文献类型：
--
作者：
Chen, Zoey;Lurie, Nicholas H.
先前的研究表明，积极的在线评论不如负面评论那么受重视。作者认为，这是由于正面信息和负面信息的因果归因的差异，因此正面评论往往比负面评论更多地归因于审查者(与产品体验)。时间邻接性线索的存在表明，评论写作与阅读密切相关，这降低了正面评论归因于评论者的相对程度，并缓解了负面偏见。对Yelp.com 65531条餐厅评论的调查显示，评论价值与。但对于包含时间邻接性线索的评论而言，这种负面关系是不存在的。一系列实验室研究重复了这些发现，并表明时间上的邻接性提示可以提高正面评论的价值，并通过改变读者对评论原因的看法来增加选择正面评论的产品的可能性。
Prior research shows that positive online reviews are less valued than negative reviews. The authors argue that this is due to differences in causal attributions for positive versus negative information such that positive reviews tend to be relatively more attributed to the reviewer (vs. product experience) than negative reviews. The presence of temporal contiguity cues, which indicate that review writing closely follows consumption, reduces the relative extent to which positive reviews are attributed to the reviewer and mitigates the negativity bias. An examination of 65,531 Yelp.com restaurant reviews shows that review value is negatively related to. review valence but that this negative relationship is absent for reviews that contain temporal contiguity cues. A series of lab studies replicates these findings and suggests that temporal contiguity cues enhance the value of a positive review and increase the likelihood of choosing a product with a positive review by changing reader beliefs about the cause of the review.