Comparative Reviews vs. Regular Consumer Reviews: Effects of Presentation Format and Review Valence

Hessam Vali, Jingjun (David) Xu, Mehmet Bayram Yildirim

Source Title: Journal of Global Information Management (JGIM)29(6)

ISSN: 1062-7375|EISSN: 1533-7995|EISBN13: 9781799872627|DOI: 10.4018/JGIM.20211101.oa7

MLA

Vali, Hessam, et al. "Comparative Reviews vs. Regular Consumer Reviews: Effects of Presentation Format and Review Valence." JGIM vol.29, no.6 2021: pp.1-29. http://doi.org/10.4018/JGIM.20211101.oa7

APA

Vali, H., Jingjun (David) Xu, & Yildirim, M. B. (2021). Comparative Reviews vs. Regular Consumer Reviews: Effects of Presentation Format and Review Valence. Journal of Global Information Management (JGIM), 29(6), 1-29. http://doi.org/10.4018/JGIM.20211101.oa7

Chicago

Vali, Hessam, Jingjun (David) Xu, and Mehmet Bayram Yildirim. "Comparative Reviews vs. Regular Consumer Reviews: Effects of Presentation Format and Review Valence," Journal of Global Information Management (JGIM) 29, no.6: 1-29. http://doi.org/10.4018/JGIM.20211101.oa7

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Abstract

This study proposes and evaluates the effect of “mixed” comparative reviews on review value and compares the results with “separate” comparative and regular reviews. A total of 201 subjects have participated in the experiment conducted in this study. Results indicate that mixed comparative reviews in text format are perceived as less valuable than separate comparative reviews in text format. However, mixed comparative reviews in tabular format have more review value than those in text format and are perceived as more valuable than regular reviews of one product in either format. Unsurprisingly, the positive reviews of the target product lead to higher product attitude than negative reviews. However, this effect is weak in mixed (vs. separate) comparative reviews.