Abstract
ABSTRACTThis research attempts to understand the mechanisms underlying the differential impacts of online consumer reviews, using the concept of cognitive personalization. In two experiments, the authors show that the level of cognitive personalization developed while reading an online review influences consumers’ purchase intentions. The level of cognitive personalization is a function of the reader’s affect intensity, the nature of the product reviewed (experience vs. search), and the content of the review (experiential vs. factual); in addition, the effect of cognitive personalization on purchase intention is moderated by valence (positive vs. negative).
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
