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

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 site without consumer reviews, little research has focused on what makes a review influential. With the explosive growth of e-commerce, online word of mouth (or word of mouse) has started to attract the attention of both researchers and practitioners (Bickart and Schindler 2001; Brown, Broderick, and Lee 2007; Dwyer 2007). Research demonstrates that word of mouse influences...

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