#5206. Exploring the Serial Position Effects of Online Consumer Reviews on Heuristic vs. Systematic Information Processing and Consumer Decision-Making

September 2026publication date
Proposal available till 08-06-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Management of Technology and Innovation;
Human-Computer Interaction;
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Abstract:
Online consumer reviews serve an important marketing function, as they provide useful consumer-generated product information that could help online shoppers evaluate a product for making a purchase decision. To capitalize on this consumer-driven marketing opportunity, a common practice among marketers, for example, is to display these reviews from “highest” to “lowest” ratings to strategically “guide” online shoppers to access and process these reviews. The current study examined how the serial position placement of online consumer reviews might influence the systematic and heuristic information processing style leading to product evaluation and purchase decision-making.
Keywords:
Heuristic-systematic model; negativity bias; online consumer reviews; online shopping intention; serial position effect

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