Word of Mouse: The Role of Cognitive Personalization in Online Consumer Reviews

Lan Xia and Nada Nasr Bechwati

This paper attempts to understand the mechanisms underlying the differential impacts of online consumer reviews, using the concept of cognitive personalization.
  

Word of Mouse: The Role of Cognitive Personalization in Online Consumer Reviews

Lan Xia and Nada Nasr BechwatiBentley College

Most business websites display product reviews written and posted by consumers. Although it is rare to find an e-commerce...

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