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A question of taste? The difference in perceived helpfulness of online reviews for utilitarian versus hedonic products

Simon Quaschning (UGent) , Mario Pandelaere (UGent) and Iris Vermeir (UGent)
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Abstract
While online reviews have become an indispensable marketing tool, their impact may depend on several factors. This paper demonstrates that online reviews are perceived as more helpful for utilitarian products than for hedonic products (study 1 & 2). Applying theory about opinions and taste, we show that the quality of hedonic products is depending on personal taste, while the quality of utilitarian products is seen as a matter of general opinion (study 3). We provide evidence that this opinion versus taste attribution mediates the effect of product type on perceived helpfulness of online reviews (study 4).
Keywords
taste, online reviews, opinion, decision making, utilitarian products, perceived helpfulness, hedonic products

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Please use this url to cite or link to this publication:

MLA
Quaschning, Simon, et al. “A Question of Taste? The Difference in Perceived Helpfulness of Online Reviews for Utilitarian versus Hedonic Products.” Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference, 2012.
APA
Quaschning, S., Pandelaere, M., & Vermeir, I. (2012). A question of taste? The difference in perceived helpfulness of online reviews for utilitarian versus hedonic products. In Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. Las Vegas, Nevada, USA.
Chicago author-date
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. 2012. “A Question of Taste? The Difference in Perceived Helpfulness of Online Reviews for Utilitarian versus Hedonic Products.” In Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference.
Chicago author-date (all authors)
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. 2012. “A Question of Taste? The Difference in Perceived Helpfulness of Online Reviews for Utilitarian versus Hedonic Products.” In Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference.
Vancouver
1.
Quaschning S, Pandelaere M, Vermeir I. A question of taste? The difference in perceived helpfulness of online reviews for utilitarian versus hedonic products. In: Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference. 2012.
IEEE
[1]
S. Quaschning, M. Pandelaere, and I. Vermeir, “A question of taste? The difference in perceived helpfulness of online reviews for utilitarian versus hedonic products,” in Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference, Las Vegas, Nevada, USA, 2012.
@inproceedings{2067138,
  abstract     = {{While online reviews have become an indispensable marketing tool, their impact may depend on several factors. This paper demonstrates that online reviews are perceived as more helpful for utilitarian products than for hedonic products (study 1 & 2). Applying theory about opinions and taste, we show that the quality of hedonic products is depending on personal taste, while the quality of utilitarian products is seen as a matter of general opinion (study 3). We provide evidence that this opinion versus taste attribution mediates the effect of product type on perceived helpfulness of online reviews (study 4).}},
  author       = {{Quaschning, Simon and Pandelaere, Mario and Vermeir, Iris}},
  booktitle    = {{Proceedings of the de 2012 Society for Consumer Psychology Annual Winter Conference}},
  keywords     = {{taste,online reviews,opinion,decision making,utilitarian products,perceived helpfulness,hedonic products}},
  language     = {{eng}},
  location     = {{Las Vegas, Nevada, USA}},
  pages        = {{2}},
  title        = {{A question of taste? The difference in perceived helpfulness of online reviews for utilitarian versus hedonic products}},
  year         = {{2012}},
}