Focus Within or On Others: The Impact of Reviewers' Attentional Focus on Review Helpfulness

• 成果类型: Review
• 署名作者: Lei, Zhanfei; Yin, Dezhi; Zhang, Han
• 署名单位: University of Massachusetts System; University of Massachusetts Amherst; State University System of Florida; University of South Florida; University System of Georgia; Georgia Institute of Technology
• 刊物名称: INFORMATION SYSTEMS RESEARCH
• ISSN/ISSBN: 1047-7047
• DOI: 10.1287/isre.2021.1007
• 发表日期: 2021
• 页码: 801-819
• 关键词: online consumer reviews; statistical mediation analysis; PERSPECTIVE-TAKING; perceived helpfulness; persuasion knowledge; product reviews; SELF-REFERENCE; secret life; empathy; BIAS

摘要

When reviewers write online reviews, they differ in the focus of their attention: some focus on their own experiences, whereas some direct their attention to others-prospective consumers who may read the reviews in the future. This paper explores how, why, and when reviewers' attentional focus can influence the helpfulness evaluation of reviews beyond the impact of substantive review content. Drawing on the attentional focus and persuasion literatures, we develop a theoretical model proposing that reviewers' attentional focus may influence consumers' perception of review helpfulness through opposing processes, and that its overall effect is contingent on the review's two-sidedness. Results of one archival analysis and five controlled experiments provide consistent support for our hypotheses. This work challenges the predominant view of the positive impact of otherfocus (vs. self-focus), explores the interpersonal impact of a reviewer's attentional focus on prospective consumers who are total strangers, and reveals an important, context-specific boundary condition.