Is a 'star' worth a thousand words?: The interplay between product-review texts and rating valences

摘要

Purpose - The purpose of this study is to investigate how the interplay of valences (positive orrnnegative) between review texts and ratings affects consumers' reactions to the reviews and the productrnbeing assessed.rnDesign/methodology/approach - An experimental design with hypothetical movie reviews wasrnused to investigate how inconsistent text-rating reviews affect people's intention to consume arnparticular product and their perceptions of the review itself.rnFindings - It was found that text valences (positive or negative) significantly influence how subjectsrnperceive the interestingness and trustworthiness of reviews. The texts also have an influence on thernsubjects' movie-attendance intention compatible with their valence. In addition, a cross-overrninteraction was found between texts and ratings that affects a review's trustworthiness.rnResearch limitations/implications - The study enriches understanding of consumer decisionrnmaking when different formats of information about the same object are presented.rnPractical implications - Marketers can benefit by incorporating review texts and rating valencesrnto enhance the prediction accuracy of their products' sales performances. Review publishers can get arnbetter understanding of how to present their reviews to enhance their perceived interestingness andrntrustworthiness.rnOriginality/value - Product reviews are commonly found in the mass media. These reviews usernratings as evaluative summaries of the texts. However, little research has been conducted regardingrnthe communication effects that the ratings have in relation to the texts. The study seeks to fill this gap.