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How Posting Online Reviews Can Influence the Poster's Evaluations
TaeWoo Kim1, Adam Duhachek2, Pablo Briñol3
1University of Technology Sydney, New South Wales, Australia.
Posting online reviews influences personal evaluations. Attributing high validity to review posting, like sharing, polarizes attitudes more than low validity actions, such as deleting.
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.
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