Positive effects of negative reviews: an eye-tracking perspective
Abstract
Purpose A counterintuitive finding of existing research is that negative reviews can produce positive effects; for example, they can increase purchase likelihood and sales by increasing product awareness. It is important to continue highlighting this fact and to develop further insights into this positive effect, as a more thorough analysis can provide online retailers with a more comprehensive understanding of how to effectively manage and use...
Paper Details
Title
Positive effects of negative reviews: an eye-tracking perspective
Published Date
May 31, 2021
Journal
Volume
32
Issue
1
Pages
197 - 218
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Notes
History