The effect of review valence and brand commitment on consumer’s purchase decision

  • Stefan Stefanov Stefan Stefanov

An experiment was performed to determine whether review valence and brand commitment affected purchase probability. The type of product was a smartphone. Hundred and eighty-six people participated, each exposed to one of six experimental scenarios. Analysis of Varianceand Analysis of Covariance were used to see the influence of consumer reviews with different valence and brand commitment on purchase probability. Negative reviews had a negative significant effect on consumers’ purchase likelihood. There was no significant effect forpositive reviews. The negativity effect, or the greater weighing of negative as compared to equally extreme positive information in formation of evaluations, was found to be existent.Brand commitment acted as a moderator of review valence, leading to a change in perception of the positive and negative information.

Netspar, Network for Studies on Pensions, Aging and Retirement, is a thinktank and knowledge network. Netspar is dedicated to promoting a wider understanding of the economic and social implications of pensions, aging and retirement in the Netherlands and Europe.


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