Helpfulness and economic impact of multidimensional rating systems: Perspective of functional and hedonic characteristics

Nowadays, the multidimensional rating systems are increasingly popular in practice to help consumers evaluate multiattribute products or services. This study aims to examine the helpfulness and economic impact of multidimensional rating systems and the moderating effect of product type (ordinary, premium) from the perspective of product line. To identify the different effects of different product characteristics on consumers' behavior, multidimensional ratings and textual reviews are classified into two different sets according to the product attributes (functional, hedonic). Besides, the effects of review valence are considered simultaneously. Econometric analysis and text mining are conducted on the real data from autohome.com , a leading Chinese automobile rating platform. Results show that (a) in terms of perceived helpfulness, reviews with positive functional ratings or with negative hedonic ratings are perceived more helpful for ordinary product, whereas reviews with positive hedonic ratings are perceived more helpful for premium product. (b) Regarding product sales, the impacts of functional and hedonic ratings on product sales are inverted U‐shape. Furthermore, for ordinary product, variance of functional ratings has a negative effect on product sales, whereas hedonic ratings variance has an opposite impact. Surprisingly, ordinary product consumers tend to pay more attention to the negative hedonic reviews, whereas premium product consumers concentrate more on the negative functional reviews. In summary, various influences of multidimensional reviews and ratings across product type on review helpfulness and product sales are deeply explored in this study, suggesting that firms' online marketing strategies should be contingent on product type and characteristics.     

Perceived helpfulness of online consumer reviews: The role of message content and style

The rise of online reviews written by consumers makes possible an examination of how the content and style of these word‐of‐mouth messages contribute to their helpfulness. In this study, consumers are asked to judge the value of real online consumer reviews to their simulated shopping activities. The results suggest the benefits of moderate review length and of positive, but not negative, product evaluative statements. Non‐evaluative product information and information about the reviewer were also found to be associated with review helpfulness. Stylistic elements that may impair clarity (such as spelling and grammatical errors) were associated with less valuable reviews, and elements that may make a review more entertaining (such as expressive slang and humor) were associated with more valuable reviews. These findings point to factors beyond product information that may affect the perceived helpfulness of an online consumer review. Copyright © 2012 John Wiley & Sons, Ltd.     

The effect of availability heuristics in online consumer reviews

This research investigates principles of judgmental heuristics and dual processing systems in the online purchasing environment. It examines the effects of availability cues in restaurant reviews on dining intentions and menu item choice. Two experiments are reported in which consumers make dining out and food choice decisions using simulated online review sites. The first experiment evaluates primacy–recency effects of positive and negative reviews along with different review types. The findings indicate that text plus ratings produce higher visit intentions and expectations compared with either cue by itself. The second experiment examines the effects of rating format, visual cues, and review valence on menu item choice. Pictures increase likelihood to choose a positively reviewed menu item but do not influence likelihood to choose a negatively reviewed item. This finding supports the negativity bias, whereby consumers place more weight on negative versus positive information. Consumers are more likely to choose a menu item with pictures when ratings are in numerical versus star rating format. The findings can be interpreted in terms of System 1 (heuristic) and System 2 (systematic) processing.     

调节定向视角下在线评论感知有用性的眼动研究

本研究采用2评论类型(属性型VS体验型)×2调节定向(促进VS预防)的眼动实验,深入探讨消费者对在线评论的加工过程和感知有用性的认知机理。研究发现：(1)与属性型评论相比,个体对体验型评论的认知过程更短,感知有用性却更高。(2)相对于预防定向个体而言,促进定向个体对在线评论的认知加工过程更短,感知有用性更高。(3)评论类型和调节定向的交互效用,在属性型评论情境中显著,但在体验型评论情境中不显著。研究结果揭示了评论类型和调节定向影响消费者对在线评论认知评估的作用机理。     

评论效价、新产品类型与调节定向对在线评论有用性的影响

对于新产品推出的成功与否, 较早采用者的评论和建议的影响相当巨大, 本研究通过两个实验研究评论效价(正面评论/负面评论)、新产品类型(渐进性新产品/革新性新产品)和调节定向(促进定向/防御定向)对新产品在线评论有用性的影响。实验1设计为2(新产品类型：渐进性新产品/革新性新产品)×2(评论效价：正面/负面)的组间操控设计, 结果表明：相对于渐进性新产品, 负面评论对革新性新产品的有用性更高, 正面评论对渐进性新产品和革新性新产品的有用性差异不显著。实验2设计为2(新产品类型：渐进性新产品/革新性新产品)×2(评论效价：正面/负面)×2(调节定向：促进/防御)的组间操控设计, 结果表明：促进定向的个体认为正负面评论有用性差异不大, 而防御定向的个体认为负面评论有用性显著高于正面评论; 对于促进定向的个体来说, 新产品类型对于评论效价对评论有用性的影响有调节作用, 而对于防御定向的个体来说, 新产品类型的这种调节作用则不存在。     

E-commerce Review System to Detect False Reviews

E-commerce sites have been doing profitable business since their induction in high-speed and secured networks. Moreover, they continue to influence consumers through various methods. One of the most effective methods is the e-commerce review rating system, in which consumers provide review ratings for the products used. However, almost all e-commerce review rating systems are unable to provide cumulative review ratings. Furthermore, review ratings are influenced by positive and negative malicious feedback ratings, collectively called false reviews. In this paper, we proposed an e-commerce review system framework developed using the cumulative sum method to detect and remove malicious review ratings.     

The Effect of Reviewer Profile Photo on Purchase Decision: Evidence from Event-Related Potentials

Although the number of studies on online reviews is growing, the impact of reviewer photo on consumer purchase decision-making has not yet been examined systematically. In particular, the underlying neural mechanisms have remained underexplored. Thus, the present study investigated whether and how reviewer photos affects consumers to make a purchase decision by using eventrelated potentials (ERPs). At the behavioral level, participants demonstrated a higher purchase rate with a shorter RT in situations with reviewer photos compared to situations without reviewer photos. Meanwhile, at the neural level, compared with situations without reviewer photos, situations with reviewer photos attracted more rapid attention resources at the early automatic processing phase, which induced a greater P2 amplitude, then mobilized more sustained attention allocation at the cognitive monitoring phase due to its evolutionary significance which elicited a more negative N2 amplitude, and finally resulted in a better evaluative categorization with higher motivational and emotional arousal due to its social presence which evoked a larger late positive potential (LPP) amplitude at the late elaborate cognitive processing phase. Those results illuminated the neural pathway of purchase decision-making when consumers were exposed in different conditions of reviewer photo. Moreover, the current study provided evidence for the underlying influence of reviewer photo on purchase decision-making in online shopping.     

Regulatory Fit and Voting1

The problem of many democracies is low voter turnout. One reason is the voting procedure, which only allows voting for a party or candidate. Introduction of voting against could bring more voters to the polls. The concept of regulatory focus ( Higgins, 1998 ) suggests that people who focus on prevention would vote more eagerly if they are given the opportunity to blackball disliked candidates. This article describes 2 studies that verify this hypothesis. In the first study, over two thirds of participants declared that they would vote more willingly if they had a “for or against” choice at the election. The second study shows that the “pro or anti” formula is especially attractive to participants with a prevention regulatory focus.     

在线评论数量和质量对网络购物意愿的影响:认知需要的调节作用

为探讨在线评论数量和质量以及认知需要对个体网络购物意愿的影响及其作用机制。以320名有网购经历的在校大学生为被试,采用2(在线评论质量:高vs.低)×2(在线评论数量:多vs.少)×2(认知需要水平:高vs.低)的实验设计。结果发现:(1)在线评论质量和数量对网络购物意愿都有着积极影响;(2)在线评论质量和数量对网络购物意愿的影响会受到认知需要的调节,即在线评论数量和质量对不同认知需要水平个体的影响不同:低认知需要个体会受到在线评论数量的影响,而高认知需要的个体则会受到在线评论质量的影响。研究结果深化了在线评论对网络购物购买决策影响的研究。     

How Indirect Questioning Techniques May Promote Democracy: A Preelection Polling Experiment

Socially desirable responding may cause differences between preelection polls and election outcomes. Bias-free preelection polls are, however, important because they influence election outcomes. Benefiting from a unique opportunity, we experimentally controlled social desirability using the Crosswise Model in a poll prior to the German federal election in 2013. We found that due to strategic voting, outcome expectations were related to voting intentions; the election outcome was therefore likely distorted by social desirability bias in preelection polls. We recommend using indirect questioning techniques whenever a vote for at least one of the competing parties may be perceived as socially undesirable.     

When two paradigms meet: Does evaluative learning extinguish in differential fear conditioning?

Contemporary theories of Pavlovian conditioning propose a distinction between signal learning (SL), in which a conditioned stimulus (CS) becomes a predictor for a biologically significant unconditioned stimulus (US), and evaluative learning (EL), in which the valence of the US is transferred to the CS. This distinction is based largely on the different susceptibilities of EL and SL to extinction. This study compared the extinction of indices of EL (online valence ratings) and SL (US-expectancy ratings and skin conductance responses, SCRs) in a differential fear conditioning design using complex CSs. Only half of the participants gave online valence ratings, allowing us to confirm that online valence measurement did not influence SCRs. In line with the distinction between EL and SL, SCRs extinguished rapidly while valence ratings showed resistance to extinction. US-expectancy ratings, however, were not distinguishable from valence ratings indicating that verbal indicators of EL and SL share a similar time course.     

Can including pros and cons increase the helpfulness and persuasiveness of online reviews? The interactive effects of ratings and arguments

One guideline given to online reviewers is to acknowledge a product's pros and cons. Yet, I argue that presenting two sides is not always more helpful and can even be less persuasive than presenting one side. Specifically, the effects of two- versus one-sided arguments depend on the perceived consistency between a reviewer's arguments and rating. Across a content analysis and three experiments that vary the information provided in the online review and whether the ratings are positive or negative, the results support these predictions. Furthermore, beliefs that the reviewer is able (vs. willing) to tell the truth mediated the effects.     

Ill-placed democracy: ethics consultations and the moral status of voting

As groups around the country begin to craft standards for clinical ethics consultations, one focus of that work is the proper procedure for conducting ethics consults. From a recent empirical look into the workings of ethics consult services (ECSs), one worrisome finding is that some ECSs rely on a committee vote when making a recommendation. This article examines the practice of voting and its moral standing as a procedural strategy for arriving at a clinical ethics recommendation. I focus here on the type of clinical ethics conflicts that are most likely to lead an ECS to vote, namely, conflicts involving ethical uncertainty--or, in the Greek, aporia. I argue that in cases of aporia, voting on an ethics conflict is not a morally justifiable procedure. Then on the same grounds that I use to show that voting is ethically problematic, I raise broader concerns about the common practice of making recommendations by other procedures. In contrast to the standard approach of adjudicating between moral claims, I argue that ECSs can best resolve aporetic conflict through the process of clinical ethics mediation.     

Church Voting Recommendations,Voter Preferences,and Political Decisions

In Switzerland, two key church institutions—the Conference of Swiss Bishops and the Federation of Protestant Churches—make public recommendations on how to vote for certain referenda. We leverage this situation to directly measure religious organizations’ power to reflect and shape human decision making. That is, using a direct measure of voters’ commitment to their religious institution, we analyze whether they are more likely to vote in line with this organization's voting recommendation. We find that these recommendations do indeed wield influence, implying that even in a secularized world, religion plays a crucial role in voting decisions. Our results hold for both aggregate and individual-level voting decisions.     

Cognitive Impairment and the Right to Vote: A Strategic Approach

Most democratic countries either limit or deny altogether voting rights for people with cognitive impairments or mental health conditions. Against this weight of legal and practical exclusion, disability advocacy and developments in international human rights law increasingly push in the direction of full voting rights for people with cognitive impairments. Particularly influential has been the adoption by the UN of the Convention on the Rights of Persons with Disabilities in 2007. Article 29 declares that states must ‘ensure that persons with disabilities can effectively and fully participate in political and public life on an equal basis with others, directly or through freely chosen representatives, including the right and opportunity for persons with disabilities to vote and be elected’. This article also argues for the right of all people to vote, including people with cognitive impairments, by adopting a uniquely strategic approach. Firstly, some of the strategic limitations of existing arguments in favour of extending the franchise are highlighted. Most such arguments are flawed because they run the risk of inviting disparaging philosophical commentary which compares disabled people to animals, or because they are based on implausible empirical claims, or because they inadvertently tie the case for voting rights for the disabled to other cases unlikely to ever enjoy widespread acceptance. This article, instead, justifies extending voting rights to all people with cognitive impairments based on a simple cost‐benefit analysis that avoids all of these problems.     

Two Egocentric Sources of the Decision to Vote: The Voter's Illusion and the Belief in Personal Relevance

The decision to vote in a national election requires a choice between serving a social good and satisfying one's self-interest. Viewed as a cooperative response in a social dilemma, casting a vote seems irrational because it cannot have a discernible effect on the electoral outcome. The findings of two studies with undergraduate samples suggest that some people vote not because they set aside self-interest, but because they expect their own behaviors to matter. Two psychological processes contribute to this belief: the voter's illusion (the projection of one's own choice between voting and abstention to supporters of the same party or candidate), and the belief in personal relevance (the belief that one's own vote matters regardless of its predictive value for the behavior of others). The rationality of these two egocentric mechanisms depends on the normative framework invoked. Their relevance for actual voting behavior is indicated by their ability to account for four types of variation in turnout rates.     

From Stigmatized Immigrants to Radical Right Voting: A Multilevel Study on the Role of Threat and Contact

This study examines the interplay between presence of stigmatized immigrants, threat, and intergroup contact that underlies radical right voting (voting propensity and actual district‐level vote results). On the one hand, low‐status immigrants are often stigmatized and depicted as threats. Thus, presence of stigmatized immigrants should heighten threat perceptions, thereby increasing radical right voting. On the other hand, as positive contact with stigmatized immigrants is known to reduce anti‐immigrant prejudice, it should also attenuate radical right voting. As predicted, multilevel path analyses with the Swiss Election Studies 2011 data (N = 1,736 respondents in 136 districts) revealed that the proportion of stigmatized immigrants (from former Yugoslavia and Albania) in districts heightened perceived threat. Threat perceptions, in turn, increased propensity to vote for the Swiss People's Party, the major radical right party. In contrast, experiencing positive, everyday contact with former Yugoslav and Albanian immigrants reduced voting propensity through attenuated threat perceptions. Contact and threat perceptions were also related to the actual vote through voting propensity.     

Republican Voters Prefer Candidates Who Have Conservative‐Looking Faces: New Evidence From Exit Polls

Research shows people share common political facial stereotypes: They associate faces with political ideologies. Moreover, given that many voters rely on party affiliation, political ideology, and appearances to select political candidates, we might expect that political facial stereotypes would sway voting preferences and, by extension, the share of votes going to each candidate in an election. And yet few studies have examined whether having a stereotypically conservative‐looking (or liberal‐looking) face predicts a candidate's vote shares. Using data from U.S. election exit polls, we show that the Republican voters within each state are more likely to vote for a candidate (even a Democrat) the more that person has a stereotypically Republican‐looking face. By contrast, the voting choices of the Democratic voters within each state are unrelated to political facial stereotypes. Moreover, we show that the relationship between political facial stereotypes and voting does not depend on state‐level ideology: Republican voters in both right‐leaning (“red”) and left‐leaning (“blue”) states are more likely to vote for candidates with conservative‐looking faces. These results have several important practical and theoretical implications concerning the nature and impact of political facial stereotypes, which we discuss.     

Therapist Perceptions of Client Reactions

This study examined therapist ability to identify client-reported reactions. Sixteen therapists each saw two volunteer clients for single counseling sessions. In postsession reviews, clients rated the helpfulness of, and indicated their reactions to, each therapist intervention. Therapists also rated the helpfulness of, and indicated their perceptions of client reactions to, each therapist intervention. In 50% of the instances therapists matched clients, that is, reported the same reaction cluster as the clients did. There were higher match rates on the reaction clusters of therapeutic work (62%), supported (54%), and no reaction (46%) than negative reaction (27%) and challenged (14%). When therapists matched on therapeutic work, helpfulness ratings for the following intervention were higher than when therapists did not match. In contrast, when therapists matched on negative reactions and no reaction, helpfulness ratings for the following intervention were lower than when they had not matched. Thus, therapists' ability to match client reactions was related to their ability to generate helpful interventions. Implications for practice and future research are discussed.     

Implementation Intentions,Information, and Voter Turnout: An Experimental Study

Are citizens more likely to vote when they are asked to make plans about how they will cast their ballots? Such planning—typically described as “implementation intentions”—has been shown to increase many types of desirable behaviors, including exercising and healthy eating, receiving vaccinations, physical rehabilitation, and recycling. Important earlier work in political science suggests voter turnout can also be influenced by implementation intention interventions, whereby electors are prompted to “make a plan” to vote (Nickerson & Rogers, 2010 ), though this finding has gone largely unreplicated. At the same time, elections management bodies (EMBs) in many contexts regularly conduct informational campaigns in the period leading up to elections, though little is known about the effects of such efforts upon turnout. Using data from an online experiment conducted at the time of the 2015 Canadian Federal Election, we demonstrate that implementation intention interventions can improve voter turnout but that this effect is conditional upon electors being exposed to informational materials about how to vote in the election. When survey respondents were provided with information on voting requirements and methods, and then prompted with questions forcing them to contemplate the act of casting their ballots, we observe a sizable increase in turnout rates.