Comparative Reviews vs. Regular Consumer Reviews : Effects of Presentation Format and Review Valence

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Original languageEnglish
Number of pages29
Journal / PublicationJournal of Global Information Management
Issue number6
Publication statusPublished - Nov 2021



This study proposes and evaluates the effect of “mixed” comparative reviews on review value and compares the results with “separate” comparative and regular reviews. A total of 201 subjects have participated in the experiment conducted in this study. Results indicate that mixed comparative reviews in text format are perceived as less valuable than separate comparative reviews in text format. However, mixed comparative reviews in tabular format have more review value than those in text format and are perceived as more valuable than regular reviews of one product in either format. Unsurprisingly, the positive reviews of the target product lead to higher product attitude than negative reviews. However, this effect is weak in mixed (vs. separate) comparative reviews.

Research Area(s)

  • Consumer Review, Mixed Comparative Review, Presentation Format, Product Attitude, Regular Review, Review Type, Review Valence, Review Value, Separate Comparative Review

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