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The Effect of Reviewers’ Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation

Personal review record, as a form of personally identifiable information, refers to the past review information of a reviewer. The disclosure of reviewers’ personal information on electronic commerce websites has been found to substantially impact consumers’ perception regarding the credibility of o...

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Autores principales: Liu, Jianhua, Mo, Zan, Fu, Huijian, Wei, Wei, Song, Lijuan, Luo, Kewen
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7820410/
https://www.ncbi.nlm.nih.gov/pubmed/33488474
http://dx.doi.org/10.3389/fpsyg.2020.609538
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author Liu, Jianhua
Mo, Zan
Fu, Huijian
Wei, Wei
Song, Lijuan
Luo, Kewen
author_facet Liu, Jianhua
Mo, Zan
Fu, Huijian
Wei, Wei
Song, Lijuan
Luo, Kewen
author_sort Liu, Jianhua
collection PubMed
description Personal review record, as a form of personally identifiable information, refers to the past review information of a reviewer. The disclosure of reviewers’ personal information on electronic commerce websites has been found to substantially impact consumers’ perception regarding the credibility of online reviews. However, personal review record has received little attention in prior research. The current study investigated whether the disclosure of personal review record influenced consumers’ information processing and decision making by adopting event-related potentials (ERPs) measures, as ERPs allow for a nuanced examination of the neural mechanisms that underlie cognitive processes. At the behavioral level, we found that the purchase rate was higher and that the reaction time was shorter when the review record was disclosed (vs. when it was not), indicating that the disclosed condition was more favorable to the participants. Moreover, ERPs data showed that the disclosed condition induced an attenuated N400 component and an increased LPP component relative to the undisclosed condition, suggesting that the former condition gave rise to less cognitive and emotional conflict and to more positive evaluations. Thus, by elucidating potential cognitive and neural underpinnings, this study demonstrates the positive impact of reviewers’ disclosure of personal review record on consumers’ purchase decisions.
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spelling pubmed-78204102021-01-23 The Effect of Reviewers’ Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation Liu, Jianhua Mo, Zan Fu, Huijian Wei, Wei Song, Lijuan Luo, Kewen Front Psychol Psychology Personal review record, as a form of personally identifiable information, refers to the past review information of a reviewer. The disclosure of reviewers’ personal information on electronic commerce websites has been found to substantially impact consumers’ perception regarding the credibility of online reviews. However, personal review record has received little attention in prior research. The current study investigated whether the disclosure of personal review record influenced consumers’ information processing and decision making by adopting event-related potentials (ERPs) measures, as ERPs allow for a nuanced examination of the neural mechanisms that underlie cognitive processes. At the behavioral level, we found that the purchase rate was higher and that the reaction time was shorter when the review record was disclosed (vs. when it was not), indicating that the disclosed condition was more favorable to the participants. Moreover, ERPs data showed that the disclosed condition induced an attenuated N400 component and an increased LPP component relative to the undisclosed condition, suggesting that the former condition gave rise to less cognitive and emotional conflict and to more positive evaluations. Thus, by elucidating potential cognitive and neural underpinnings, this study demonstrates the positive impact of reviewers’ disclosure of personal review record on consumers’ purchase decisions. Frontiers Media S.A. 2021-01-08 /pmc/articles/PMC7820410/ /pubmed/33488474 http://dx.doi.org/10.3389/fpsyg.2020.609538 Text en Copyright © 2021 Liu, Mo, Fu, Wei, Song and Luo. http://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Liu, Jianhua
Mo, Zan
Fu, Huijian
Wei, Wei
Song, Lijuan
Luo, Kewen
The Effect of Reviewers’ Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation
title The Effect of Reviewers’ Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation
title_full The Effect of Reviewers’ Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation
title_fullStr The Effect of Reviewers’ Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation
title_full_unstemmed The Effect of Reviewers’ Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation
title_short The Effect of Reviewers’ Self-Disclosure of Personal Review Record on Consumer Purchase Decisions: An ERPs Investigation
title_sort effect of reviewers’ self-disclosure of personal review record on consumer purchase decisions: an erps investigation
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7820410/
https://www.ncbi.nlm.nih.gov/pubmed/33488474
http://dx.doi.org/10.3389/fpsyg.2020.609538
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