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Purpose – Online reviews are increasingly available for a wide range of products and services. Several studies have demonstrated the benefits of the presence of customer reviews to an online retailer, but the issue of what makes online reviews helpful to a consumer in the process of making a purchase decision remains uninvestigated. The paper aims to discuss this issue. Design/methodology/approach – Given the strategic potential of online reviews, this study drew on past research to develop a conceptual understanding of the components of helpfulness and to further empirically test the model using actual online review data from iPeen.com in Taiwan. A content analysis of 989 reviews across four products identified the interplay effects of review sidedness, reviewer’s expertise, and product type on the helpfulness of an online review. Findings – For search goods, consumers consider two-sided reviews to be more helpful than one-sided reviews when the reviewers are experts in writing such articles, whereas they consider two-sided reviews to be equally helpful as one-sided reviews when the reviewers are novices. Conversely, for experience goods, consumers consider one-sided reviews to be more helpful than two-sided reviews when the reviewers are experts in writing review articles, but they consider one-sided reviews to be equally helpful as two-sided reviews when the reviewers are novices. Practical implications – With an understanding of how review sidedness affects online review helpfulness, online retailers could establish the policy for promoting the helpfulness of reviews more effectively. Originality/value – This research yields at least three important contributions: first, it contributes to the message sidedness literature by showing which arguments (one- or two-sided) are deemed to be helpful; second, it contributes to the online peer review literature by demonstrating the importance of considering product type and heuristic cues (i.e. the reviewer’s expertise) when explaining helpfulness; and third, the results in this research demonstrate that people are drawn to dual-processing; that is, the judgment of online review helpfulness is determined by heuristic cues (e.g. the status of the reviewer) and systematic processing (e.g. review content).

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Microfluidic paper-based analytical devices (lPADs) are widely used for performing diagnostic assays. However, in many assays, time-delay valves are required to improve the sensitivity and specificity of the results. Accordingly, this study presents a simple, low-cost method for realizing time-delay valves using a color wax printing process. In the proposed approach, the time-delay effect is controlled through a careful selection of both the color and the saturation of the wax content. The validity of the proposed method is demonstrated by performing nitrite and oxalate assays using both a simple two-dimensional lPAD and a three-dimensional lPAD incorporating a colored wax-printed timer. The experimental results confirm that the flow time can be controlled through an appropriate selection of the color and the wax content. In addition, it is shown that nitrite and oxalate assays can be performed simultaneously on a single device. In general, the results presented in this study show that the proposed lPADs provide a feasible low-cost alternative to conventional methods for performing diagnostic assays. V C 2014 AIP Publishing LLC.

Purpose – The aims of this study are twofold: to explore the influence of the typicality of brand story and regulatory focus on the effectiveness of argument strength and product evaluations and to examine the mediating role of being hooked. Design/methodology/approach – The study performed two experiments which showed how the measured or induced regulatory focus of a consumer in a given situation moderates the relationship between typicality of the brand story and product evaluations. Findings – The results show that prevention-focused individuals rely on the substance of the message after reading an atypical brand story, whereas promotion-focused individuals are more likely to be hooked by an atypical brand story. Moreover, the findings have also revealed that being hooked mediated the results of the interaction effects of the typicality of brand story and regulatory focus on product evaluation. Practical implications – A better understanding of the interplay effects between the perceived typicality of brand story and the regulatory focus of target audiences has the potential to help marketers increase the persuasiveness of their communication messages. Originality/value – To the authors’ knowledge, this is the first piece of research to examine how the typicality of brand story and regulatory focus can influence the likelihood of a consumer being hooked. Moreover, the present study is among the first to show that regulatory focus is an important moderator of the effects of typicality, and this contributes to the literature of categorization theory.

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Purpose Online reviews are increasingly available for a wide range of products and services in e-commerce. Most consumers rely heavily on online reviews when making purchase decisions, so an important topic is that of understanding what makes some online reviews helpful in the eyes of consumers. Researchers have demonstrated the benefits of the presence of customer reviews to an online retailer, however, few studies have investigated how images in review content and the facial expressions of reviewers’ avatars influence the judgment of online review helpfulness. This study draws on self-construal theory, attribution theory and affect-as-information theory to empirically test a model of the interaction effects of images in review content and the facial expressions of reviewers’ avatars on online review helpfulness. Furthermore, the purpose of this paper is to identify an underlying mechanism of causal attribution toward store performance on the above effects. Design/methodology/approach This study conducted two online experiments. Study 1 is a 2 (images in review content: one person with a product vs a group of people with a product) ×2 (facial expression of the reviewer’s avatar: happy vs angry) between-subjects design. Study 2 is a 3 (image: product alone vs one person with a product vs a group of people with a product) ×2 (facial expression of the reviewer’s avatar: happy vs angry) ×3 (valence of the review: positive vs negative vs neutral) between-subjects design. Findings The results indicate that when consumers were exposed to a happy-looking avatar, they were likely to express higher perceptions of online review helpfulness in response to an image showing a group of people in a restaurant than they would for an image of one person in the same situation. In contrast, when consumers were exposed to an angry-looking avatar, their perceptions of online review helpfulness did not differ in response to images of either a group of people or of one person. Furthermore, cause attribution toward store performance mediated the interaction between images in content of reviews and the facial expression of a reviewer’s avatar on the perceptions of online review helpfulness. Practical implications The authors provide insights into how to develop guidelines on how online reviews should be written so that readers perceive them to be helpful, and how to design effective reward mechanisms for customer feedback. Originality/value Compared with previous studies, this study provides further contributions in three ways. First, it contributes to the literature on review content by showing which images in reviews are deemed to be helpful. Second, it extends previous findings from the literature relating to online peer reviews by demonstrating the importance of facial expressions in reviewers’ avatars (i.e. happy vs angry) when explaining helpfulness, rather than the strength of purchase intent. Third, this study contributes by further highlighting a novel mechanism which shows that a causal attribution toward store performance motivates the perceptions of online review helpfulness.