TY - JOUR
T1 - Don't let the facts ruin a good story
T2 - The effect of vivid reviews on attitude ambivalence and its coping mechanisms
AU - Itzchakov, Guy
AU - Amar, Moty
AU - Van Harreveld, Frenk
N1 - Publisher Copyright:
© 2020 Elsevier Inc.
PY - 2020/5
Y1 - 2020/5
N2 - Purchasing decisions are increasingly based on reviews by fellow consumers which often consist of positive and negative evaluations about the product (i.e. valence-inconsistency). We tested how the vividness of these reviews affects individuals' attitude ambivalence towards the product and their strategies to cope with this ambivalence. We hypothesized that reading vivid and valence-inconsistent reviews would lead to increased awareness of opposing features of attitudes towards the product (i.e. increased simultaneous accessibility) as compared to reading less vivid valence-inconsistent reviews. If this is indeed the case, individuals should feel more conflicted towards the attitude object (i.e. increased subjective ambivalence) and should be motivated to reduce it by using ambivalence-coping strategies, specifically (a) processing additional information that is congruent with their initial attitude and (b) delaying their decision. These hypotheses were mostly supported across five experiments. The experiments included manipulations of valence-inconsistent information between reviews and within a review including three preregistered studies (Ns = 247, 396, 701, 433, 313, respectively).
AB - Purchasing decisions are increasingly based on reviews by fellow consumers which often consist of positive and negative evaluations about the product (i.e. valence-inconsistency). We tested how the vividness of these reviews affects individuals' attitude ambivalence towards the product and their strategies to cope with this ambivalence. We hypothesized that reading vivid and valence-inconsistent reviews would lead to increased awareness of opposing features of attitudes towards the product (i.e. increased simultaneous accessibility) as compared to reading less vivid valence-inconsistent reviews. If this is indeed the case, individuals should feel more conflicted towards the attitude object (i.e. increased subjective ambivalence) and should be motivated to reduce it by using ambivalence-coping strategies, specifically (a) processing additional information that is congruent with their initial attitude and (b) delaying their decision. These hypotheses were mostly supported across five experiments. The experiments included manipulations of valence-inconsistent information between reviews and within a review including three preregistered studies (Ns = 247, 396, 701, 433, 313, respectively).
UR - http://www.scopus.com/inward/record.url?scp=85078212761&partnerID=8YFLogxK
U2 - 10.1016/j.jesp.2019.103938
DO - 10.1016/j.jesp.2019.103938
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AN - SCOPUS:85078212761
SN - 0022-1031
VL - 88
JO - Journal of Experimental Social Psychology
JF - Journal of Experimental Social Psychology
M1 - 103938
ER -