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Online Product Reviews: Effects Of Star Ratings And Valence On Review Perception Among Those High And Low In Need For Cognition, Jacquelyn L. Schreck

Honors Undergraduate Theses

The Internet is becoming the main source for various tasks, from learning, to working, and shopping. There are many websites one can use to shop. Almost all stores have a website from which you can order anything you might want. As online shopping becomes more prominent, it is important to understand the effects of the Internet and its product reviewers and, specific to this study, consumer decision making. This study seeks to understand the effect of star ratings and valence on review perception between the different cognitive levels of individuals. Recognition review perception, and intent to purchase were being measured. …