Understand Consumers' Use of Online Product Review: A Cognitive Psychology Perspective

Project: Research

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Customer generated online product reviews have become a critical feature of many e-commerce web sites over the past few years. Anecdotal evidence suggests that many consumers rely on online product reviews for advice on selecting products and services. This project consists of three closely related studies that aim to understand how consumers use online product reviews in their purchase decision-making. Specifically, the project aims to answer three questions: (1) how do consumers select which reviews to read? (The Information Selectivity Study) (2) How do the reviews consumers choose to read influence their criteria for evaluating a product? (The Preference Construction Study) and (3) how can we design review presentation to help consumers make better informed purchase decision? (The Design Study)


Project number7200257
Effective start/end date1/10/1121/10/14