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

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

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 a...

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Bibliographic Details
Main Authors: Guangming Xie, Wenbo Du, Hongping Yuan, Yushi Jiang
Format: Article
Language:English
Published: MDPI AG 2021-01-01
Series:Sustainability
Subjects:
analytic system
cognitive load
metacognition theory
presentation type of mixed opinions
attribution choices
Online Access:https://www.mdpi.com/2071-1050/13/2/441

Internet

https://www.mdpi.com/2071-1050/13/2/441

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