Online Product Reviews: Effects of Star Ratings and Valence on Review Perception among Those High and Low in Need for Cognition

Abstract

This study seeks to understand online product review perception based on ratings, valence, and need for cognition. Review perception, review recollection, and intent to purchase after reading the reviews were being measured. Results showed that need for cognition had an effect on accuracy of review recognition and perceived review valence. Need for cognition and congruency (between rating of the review and valence of the review), as well as actual valence had an effect on perceived valence. Need for cognition, actual review valence, and review congruency all had an effect on purchase intention.