Consumer attitude formation from eWOM: interplay between cognition and affect
by Jinsoo Kim
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 11, No. 4, 2017

Abstract: The goal of the current study is to investigate how affective and cognitive processing - two of the main components in forming an attitude - play roles in the impact of online consumer reviews on brand/product attitude formation, and, consequently, on purchase intention formation under various conditions (e.g. valence of consumer reviews, product type, and level of involvement). The main experiment was conducted under 2 × 2 × 2 experimentally designed conditions with manipulated valence (positive vs. negative), product type (hedonic vs. functional), and involvement level (high vs. low). The study found a dominant moderating effect from valence of consumer review, whereas the effects from the other moderating variables - product types and involvement levels - were merely detected. The theoretical and practical implications of these findings are discussed.

Online publication date: Wed, 11-Oct-2017

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