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Mental construal in online consumer reviews
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Mental construal in online consumer reviews

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Paper presentation about the psychological distance created by review website design and its relation with language abstractnesss of the resulting reviews. Etmaal 2014 …

Paper presentation about the psychological distance created by review website design and its relation with language abstractnesss of the resulting reviews. Etmaal 2014
Authors: Tim Smits & Peeter Verlegh

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  • 1. Je Schrijft Hoe Je Denkt: Construal Levels in Online Consumer Reviews @TimSmitsTim – KU Leuven @PeeterVerlegh - UvA Thanks to: Salina Smellers & Natalie Van Hemelen Etmaal CommunicatieWetenschap – Wageningen – February 2-3 2014 http://www.slideshare.net/timsmitstim/
  • 2. MENTAL CONSTRUAL – PSYCHOLOGICAL DISTANCE “Higher levels of abstractness contain less concrete details about the specific type of action performed, the objects it involves, and its immediate context and more information about the general meaning and the valence of the action” “Psychological distance is a subjective experience that something is close or far away from the self, here, and now” Trope & Liberman, PsychRev 2010
  • 3. METHODOLOGY Data  8 websites: Yelp, Qype, Iens, Tripadvisor, Rate It All, Amazon, Epinions, Kieskeurig  Random sampling per website: 10 “products”, first five reviews for the product Total Nreviews = 400 Classification  Reviewer account: yes vs no  Reviewer profile picture: yes vs no  Reviewer status: yes vs no  “Product” picture: yes vs no  Review length instructions: yes vs no  Overall rating before review: yes vs no
  • 4. METHODOLOGY Measures  Language abstraction: Linguistic Category Model Rating of each review (cf. Schellekens et al.; Beukeboom & Semin) One rater with a random sample check on 10% of reviews:  = .79  # words, cf. construal level theory Related to LCM abstraction: r = .32  # pronouns, cf. construal level theory Related to LCM abstraction: r = .37
  • 5. RESULTS p-value table (two-sided) abstraction #words #pronouns Account <.001 <.001 <.001 Profile picture .48 .47 .70 Profile status .74 <.05 <.05 Product picture .06 <.001 <.001 Length instructions <.01 <.001 <.001 Prior overall rating <.001 <.001 <.001
  • 6. DISCUSSION AND CONCLUSION Explorative demonstration of context factors in freely generated content’s mental construal Future research:  Solve issue of differences between DVs  Assess causality in experimental paradigm  Demonstrate psychological distance mediation  Demonstrate effect on review reader