How Online Review Valence and Product Type Affect Consumer Attitudes Through Ease of Consumption Imagery
Resumo
Online reviews are considered to be one of the determining factors for purchasing decisions, although they may not be as effective for products that require sensory stimuli for evaluation and cannot be properly conveyed in online environments. Generating consumption imagery could help mitigate the lack of sensory stimulation for different types of products, since consumers that can easily imagine themselves using a product in the future might better evaluate product and have greater purchase intentions, yet little is known about the role of mental imagery in the context of online reviews. This research addresses these concerns by conducting two experimental studies, demonstrating that the influence of review valences on consumers’ attitudes is mediated by ease of generating consumption imagery. These effects are moderated by product type, but neutral reviews have weaker effects for experience products and stronger effects for search products. These findings contribute to review valence and mental imagery literature by extending current knowledge of neutral reviews and product type moderation of consumption visions.
