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Two Essays On The Role Of Empathy In Consumer Response To User-Generated Content, Mohammadali Koorank Beheshti
Two Essays On The Role Of Empathy In Consumer Response To User-Generated Content, Mohammadali Koorank Beheshti
Theses and Dissertations in Business Administration
Empathy is known to be the basis of all human interactions and an essential component of human psychology. Empathy includes a cognitive component (perspective-taking) and an affective component (e.g., emotional contagion). The two essays of my dissertation investigate how each of these components of empathy affect consumer responses to user-generated content.
Essay 1: Although both price and online review ratings are important cues in consumers’ product quality judgment, most previous studies have treated price and review ratings as separate inputs into consumer decision-making. The current research shows that the two cues are intertwined, such that consumers’ perception of the same …