Modelling the Psychology of Writing and Reading Online Customer Reviews

Jasmin M Y He¹, Eric W K See-To²

^1,2Hong Kong Polytechnic University, Hong Kong

Abstract

There has been a hot discussion on the influence of online customer reviews, but few studies cover the psychological effects behind review writing behaviour and review reading behaviour. The aim of the authors of this paper was to identify possible information processing rules and psychological model behind the review behaviours. To realize this, a review of an extensive literature search has been performed. And based on related psychological theories, it has discovered 4 major heuristics working behind review behaviours, including anchoring effect, availability heuristic, affect heuristic and conjunction fallacy.

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Cite this Article as Follows

Jasmin M Y He, Eric W K See-To. Modelling the Psychology of Writing and Reading Online Customer Reviews. International Conference on Business, Finance and Economics (2017): 09. Print.