Investigating the influence of regulatory focus on the efficacy of online review volume versus valence

Purpose Valence and volume of online reviews are generally considered to influence sales positively. However, existing findings regarding the relative influence of these two components have been inconclusive. This paper aims to explain some of these inconsistencies by examining the moderating role of regulatory focus (both as a chronic disposition and as a situational focus induced by the product category) in the relationship between online...