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Article

Promoting Reviewer-Related Attribution: Moderately Complex Presentation of Mixed Opinions Activates the Analytic Process

1
School of Logistics, Chengdu University of Information Technology, Chengdu 610031, China
2
School of Management, Guangzhou University, Guangzhou 510006, China
3
School of Economics and Management, Southwest Jiao Tong University, Chengdu 610031, China
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(2), 441; https://doi.org/10.3390/su13020441
Received: 9 December 2020 / Revised: 21 December 2020 / Accepted: 24 December 2020 / Published: 6 January 2021
(This article belongs to the Special Issue Social Media Usage in Consumer Behavior Evaluation)
Using metacognition and dual process theories, this paper studied the role of types of presentation of mixed opinions in mitigating negative impacts of online word of mouth (WOM) dispersion on consumer’s purchasing decisions. Two studies were implemented, respectively. By employing an eye-tracking approach, study 1 recorded consumer’s attention to WOM dispersion. The results show that the activation of the analytic system can improve reviewer-related attribution options. In study 2, three kinds of presentation of mixed opinions originating from China’s leading online platform were compared. The results demonstrated that mixed opinions expressed in moderately complex form, integrating average ratings and reviewers’ impressions of products, was effective in promoting reviewer-related attribution choices. However, too-complicated presentation types of WOM dispersion can impose excessively on consumers’ cognitive load and eventually fail to activate the analytic system for promoting reviewer-related attribution choices. The main contribution of this paper lies in that consumer attribution-related choices are supplemented, which provides new insights into information consistency in consumer research. The managerial and theoretical significance of this paper are discussed in order to better understand the purchasing decisions of consumers. View Full-Text
Keywords: analytic system; cognitive load; metacognition theory; presentation type of mixed opinions; attribution choices analytic system; cognitive load; metacognition theory; presentation type of mixed opinions; attribution choices
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MDPI and ACS Style

Xie, G.; Du, W.; Yuan, H.; Jiang, Y. Promoting Reviewer-Related Attribution: Moderately Complex Presentation of Mixed Opinions Activates the Analytic Process. Sustainability 2021, 13, 441. https://doi.org/10.3390/su13020441

AMA Style

Xie G, Du W, Yuan H, Jiang Y. Promoting Reviewer-Related Attribution: Moderately Complex Presentation of Mixed Opinions Activates the Analytic Process. Sustainability. 2021; 13(2):441. https://doi.org/10.3390/su13020441

Chicago/Turabian Style

Xie, Guangming, Wenbo Du, Hongping Yuan, and Yushi Jiang. 2021. "Promoting Reviewer-Related Attribution: Moderately Complex Presentation of Mixed Opinions Activates the Analytic Process" Sustainability 13, no. 2: 441. https://doi.org/10.3390/su13020441

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