Premium
In Search of Negativity Bias: An Empirical Study of Perceived Helpfulness of Online Reviews
Author(s) -
Wu Philip Fei
Publication year - 2013
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20660
Subject(s) - helpfulness , negativity bias , negativity effect , psychology , context (archaeology) , sample (material) , empirical research , quality (philosophy) , social psychology , meta analysis , cognitive psychology , epistemology , medicine , paleontology , philosophy , chemistry , chromatography , biology
A basic tenet of psychology is that the psychological effects of negative information outweigh those of positive information. Three empirical studies show that the negativity bias can be attenuated or even reversed in the context of electronic word of mouth (eWoM). The first study analyzes a large sample of customer reviews collected from Amazon.com and concludes that negative reviews are no more helpful than positive ones when controlling for review quality The second study follows up with a virtual experiment that confirms the lack of negativity bias in evaluating the helpfulness of online reviews. The third study demonstrates that the negativity effect can be reversed by manipulating the baseline valences. This work challenges the conventional wisdom of “bad is stronger than good” and contributes to the understanding of the eWoM phenomenon.