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How Posting Online Reviews Can Influence the Poster's Evaluations.

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Posting online reviews influences personal evaluations. Attributing high validity to review posting, like sharing, polarizes attitudes more than low validity actions, such as deleting.

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Area of Science:

  • Psychology
  • Consumer Behavior
  • Social Cognition

Background:

  • Online reviews significantly shape consumer decisions.
  • Individuals' self-perceptions can be influenced by their online actions.
  • Understanding the psychological impact of contributing to online platforms is crucial.

Purpose of the Study:

  • To investigate how the perceived meaning of posting online reviews affects an individual's subsequent attitudes.
  • To examine the role of naive theories in shaping self-evaluations after online engagement.
  • To determine if attributing higher validity to review posting intensifies attitude polarization.

Main Methods:

  • Four experimental studies were conducted.
  • Participants wrote positive or negative product/service reviews.
  • The perceived validity of posting was manipulated (high vs. low).

Main Results:

  • Attributing high validity to posting (e.g., sharing) increased reliance on review-related thoughts.
  • This led to greater polarization of attitudes and behavioral intentions compared to low validity posting (e.g., deleting).
  • The effect was mediated by increased thought confidence.

Conclusions:

  • The perceived meaning and validity attributed to posting online reviews significantly impact self-evaluation.
  • Consumers' attitudes and intentions become more extreme when they believe their reviews have high validity.
  • This research highlights the psychological consequences of engaging in online review behaviors.