In this specific article, we develop practical, actionable principles which can be utilized to improve the presentations of customer reviews and talk about the goals of customer reviews that are online. We identify four targets- two intermediate, and two supreme -of online customer reviews.
The two greatest goals are:
- ) to help consumers in making precise choices, and
- ) to reduce the cognitive costs of making such selections.
Both intermediate goals are:
- ) to help consumers form an unbiased comprehension of the merchandise, and
- ) to develop a group of evaluative criteria.
Drawing on the positive perspective of choice and consumer judgment, we present a conceptual model of online-review established choice and consumer judgment. We report principles that talk about the advantages of the new design over the conventional presentation of reviews that are online, and will enhance the presentation of reviews.
PUBLICATION DATE: May 15, 2011 PRODUCT #: BH432-HCB-ENG
This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS
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