Journal of Marketing Management

Does a Mixed Online Consumer Review Lead to Neutral or Ambivalent Evaluation?
Junsang Lim, Yun Lee

Abstract
This paper attempts to uncover how a mixed online consumer review including both positive and negative information is processed and how it influences consumers‘ attitude, attitude certainty and association between attitude and purchase intention. The findings of this study revealed that the individuals who are exposed to a mixed online consumer review about an unfamiliar brand have a neutral attitude when compared with the individuals who are exposed to consistent online consumer reviews. They, however, form ambivalent attitude toward the reviewed product and are more certain about the formed attitude. The relationships between mixed online consumer reviews and attitude certainty and between mixed online consumer reviews and attitude-purchase intention consistency appear to be moderated by attitude ambivalence.

Full Text: PDF     DOI: 10.15640/jmm.v7n1a7