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When being consistent matters: the effect of valence consistency on review helpfulness

Simon Quaschning (UGent) , Mario Pandelaere (UGent) and Iris Vermeir (UGent)
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Abstract
When evaluating the helpfulness of online reviews, review valence is a particularly relevant factor. This paper explores the role of review consistency on review helpfulness and the underlying rationale of this effect. Using both real life and experimental data, we show that the consistency of a review’s valence with other available reviews determines perceived helpfulness. This consistency effect is explained by the attribution theory. Because consistent reviews are more likely to be attributed to external factors that are more informative of the actual product quality, they are perceived as more helpful.
Keywords
attribution theory, review helpfulness, review valence

Citation

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

MLA
Quaschning, Simon, et al. “When Being Consistent Matters: The Effect of Valence Consistency on Review Helpfulness.” European Marketing Academy, Abstracts, 2013.
APA
Quaschning, S., Pandelaere, M., & Vermeir, I. (2013). When being consistent matters: the effect of valence consistency on review helpfulness. In European Marketing Academy, Abstracts. Istanbul, Turkey.
Chicago author-date
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. 2013. “When Being Consistent Matters: The Effect of Valence Consistency on Review Helpfulness.” In European Marketing Academy, Abstracts.
Chicago author-date (all authors)
Quaschning, Simon, Mario Pandelaere, and Iris Vermeir. 2013. “When Being Consistent Matters: The Effect of Valence Consistency on Review Helpfulness.” In European Marketing Academy, Abstracts.
Vancouver
1.
Quaschning S, Pandelaere M, Vermeir I. When being consistent matters: the effect of valence consistency on review helpfulness. In: European Marketing Academy, Abstracts. 2013.
IEEE
[1]
S. Quaschning, M. Pandelaere, and I. Vermeir, “When being consistent matters: the effect of valence consistency on review helpfulness,” in European Marketing Academy, Abstracts, Istanbul, Turkey, 2013.
@inproceedings{4152640,
  abstract     = {{When evaluating the helpfulness of online reviews, review valence is a particularly relevant factor. This paper explores the role of review consistency on review helpfulness and the underlying rationale of this effect. Using both real life and experimental data, we show that the consistency of a review’s valence with other available reviews determines perceived helpfulness. This consistency effect is explained by the attribution theory. Because consistent reviews are more likely to be attributed to external factors that are more informative of the actual product quality, they are perceived as more helpful.}},
  author       = {{Quaschning, Simon and Pandelaere, Mario and Vermeir, Iris}},
  booktitle    = {{European Marketing Academy, Abstracts}},
  keywords     = {{attribution theory,review helpfulness,review valence}},
  language     = {{eng}},
  location     = {{Istanbul, Turkey}},
  title        = {{When being consistent matters: the effect of valence consistency on review helpfulness}},
  year         = {{2013}},
}