Pictorial content, sequence of conflicting online reviews and consumer decision-making: the stimulus-organism-response model revisited

Bigne, E., Chatzipanagiotou, K. and Ruiz, C. (2020) Pictorial content, sequence of conflicting online reviews and consumer decision-making: the stimulus-organism-response model revisited. Journal of Business Research, 115, pp. 403-416. (doi: 10.1016/j.jbusres.2019.11.031)

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Abstract

Conflicting online reviews challenge the consumer’s decision-making processes. Furthermore, increase in visual content, both positive and negative, adds complexity. This study analyses conflicting online reviews based on text and photos using automatic processing patterns and conscious perceptions. The study is built on the stimulus-organism-response model revisited by Jacoby (2002), and captures nonlinear eye-tracking data and a questionnaire. A fsQCA analysis suggests that the order of the positive and negative stimuli strongly influence the way respondents perceive the overall meaning of a sequence of online reviews, supporting primacy-recency effects. In addition, the visualization pattern is shown to be similar, regardless of the valence sequence of the online reviews. The visual attention paid to the pictorial content is at the expense of attention paid to the text. Theoretical contributions to the stimulus-organism-response model and managerial implications are proposed.

Item Type:Articles
Additional Information:This word was partially supported by European Commission under Grant H2020-MSCA-ITN-ETN-ECO-2018. ID: 813234.
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Ruiz-Mafe, Dr Carla and Chatzipanagiotou, Dr Kalliopi
Authors: Bigne, E., Chatzipanagiotou, K., and Ruiz, C.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Business Research
Publisher:Elsevier
ISSN:0148-2963
ISSN (Online):1873-7978
Published Online:07 January 2020
Copyright Holders:Copyright © 2019 Elsevier Inc.
First Published:First published in Journal of Business Research 115: 403-416
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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