在电子商务快速普及的今天，在线评论已经成为影响消费者购买决策最重要的因素之一，尤其是负面评论，对潜在消费者所造成的消极影响要远远超过正面评论所带来的积极影响。因此，如何应对在线负面评论，成为各个商家极为重视的问题。准确判断消费者的真实意向需要同时考虑其对商家信任的外显态度和内隐态度，本项目从商家需要对负面评论进行在线反馈的实际需求出发，首先采用行为学实验，研究负面评论和商家反馈如何影响消费者个体信任的外显态度；然后探索性地采用认知神经科学的方法测度消费者信任的内隐态度，研究评论和反馈对内隐态度的影响；最后基于舆论动力学采用多智能体仿真的方法研究在线评论群体观点演化的规律。本项目在理论上探讨了负面评论和商家反馈对消费者的影响机制，在实践上为商家反馈的内容、方式和时机提供建议，并开创性地研究了将认知神经科学应用于在线评论的这种交叉领域研究的可行性。

With the rapid adoption of e-commerce, online reviews have become one of the most important factors that influence on consumers' purchasing decisions. Especially for negative online reviews, the passive influences caused by them on consumers are far greater than the positive influences cause by positive online reviews. So how to deal with negative online reviews have become an urgent problem which attracts lots of attention from merchants. To estimate consumers' real intention accurately, we need to consider both explicit and implicit attitudes of trust that held by consumers on merchants. In order to meet the merchants' needs of providing online feedbacks corresponding to negative online reviews, this project firstly, explores how negative online reviews and merchant feedbacks affect consumers' explicit attitudes, by adopting behavioral experiments. And then, it explores how negative online reviews and merchant feedbacks affect consumers' implicit attitudes, by measuring implicit attitudes using methods of Cognitive Neuroscience. At last, based on Opinion Dynamics, the project studies the evolution of group opinions of online reviews by using multi-agent simulation. In terms of theoratical contribution, this project explores the influence mechanisms of negative reviews and merchant feedbacks onto consumers' trust attitudes. In term of practical contribution, it provides suggestions to merchants for their feedbacks' contents, patterns and timing of releasing. Furthermore, this project also explores the feasibility of applying Cognitive Neuroscience to online review creatively.