Computer-mediated persuasion in online reviews: Statistical versus narrative evidence

The current study examined the effects of online product reviews on individuals' credibility perceptions of the reviews and their attitudes about the product targeted in the reviews. Study 1 used a 2 (review type: statistical and narrative) x 2 (review valence: negative and positive) design, and study 2 used a 2 (statistical review valence: positive and negative) x 2 (narrative review valence: positive and negative) design. The findings of study 1 were consistent with those of study 2 and indicated that negative statistical reviews were perceived as more credible than negative narrative reviews, while the credibility of positive statistical reviews did not differ from that of positive narrative reviews. On the other hand, statistical reviews and narrative reviews did not differ in terms of affecting individuals' attitudes about the product. The current study also found that the vividness and valence of each review type had varying effects on review credibility and attitudes about the product. The implications of these and other findings are discussed in detail in the paper. (C) 2011 Elsevier Ltd. All rights reserved.