Keysmith yelp4/29/2023 2008), and people are more likely to contribute to a 401(k) plan when they learn that most others contribute to a 401(k) plan (Bailey, Nofsinger, and O’Neill 2004). For example, people are more likely to reuse hotel towels when they learn that most others reuse theirs (Goldstein et al. Importantly, defaults of both endogenous and exogenous origin can powerfully drive behavior. Descriptive norms (which describe how most people generally behave Deutsch and Gerard 1955 Goldstein, Cialdini, and Griskevicius 2008 Miller 1999) are exogenous factors that create defaults (Miller and Prentice 1996). 2015 Johnson and Goldstein 2003 Probst, Shaffer, and Chan 2013). For instance, preselected options are endogenous factors that create defaults (Everett et al. Defaults are determined by factors both endogenous and exogenous to a decision context. THEORETICAL BACKGROUND Defaults are options that consumers perceive to be the status quo and, thus, that they consider first before considering other options (Huh, Vosgerau, and Morewedge 2014). ![]() Conversely, an extremely positive review should be more persuasive than a moderately positive review when moderately positive reviews are the default. If true, this logic implies that a moderately positive review should be more persuasive than an extremely positive review when extremely positive reviews are the default. As a result, such reviews can be more effective in convincing others. In essence, we theorize that consumers perceive deviatory reviews-which we define as reviews that deviate from a default-to be more accurate. In particular, we posit that when the default review in a given context is perceived to be extremely positive, moderately positive reviews that deviate from that default might become more persuasive. That is, we predict that under specifiable conditions a moderately positive review of a product, service, or company can be more persuasive than an extremely positive review. Importantly, however, we theorize that the reverse can also regularly occur. And indeed, we predict that this is often the case. The notion that extremely positive reviews will be more persuasive-for example, more likely to prompt customer patronage-than moderately positive reviews has considerable face validity. Similarly, companies seeking to increase sales routinely inform people that their customers view them extremely favorably-for example, that they give them the highest possible ratings online (Groupon 2016 Printing Center USA 2018 Yelp 2015). Indeed, ecommerce websites such as are filled with examples of customers urging their fellow shoppers to purchase specific products by rating those products with 5 stars and giving them extremely positive reviews (for just a few examples, see Amazon 2014, 2015, 2016). Consumers who want to convince others to purchase a product they enjoy, for instance, frequently give that product the highest possible rating online. Consistent with this general intuition, when people aim to persuade others to purchase a product or service, they often emphasize their extremely favorable endorsement of it as a means of doing so. After all, the former review seems to suggest that the restaurant is better than does the latter review and, understandably, consumers tend to prefer really good options to pretty good options (Kuo, Wu, and Deng 2009). persuasion, perceived thoughtfulness, defaults, norms, customer reviews Which reviewer would lead consumers to be more likely to try a new restaurant: one who notes that she tried the restaurant, thought it was extremely good, and rates it 5 out of 5 stars or one who notes that she tried the restaurant, thought it was good, and rates it 4 out of 5 stars? It seems reasonable to predict that the former review would be more persuasive-that is, it would lead consumers to be more likely to try the restaurant. ![]() ![]() This effect is demonstrated in eight experiments set in a diverse range of consumer contexts. This deviation effect occurs because reviews that deviate from the perceived default are believed to be more thoughtful, and thus accurate, which enhances their persuasive impact. In contrast, when the perceived default is moderately positive, extremely positive reviews tend to be more persuasive. In particular, when the perceived default evaluation in a given context is extremely positive, moderately positive reviews that deviate from that default can become more persuasive. Despite the intuitive appeal of this strategy, the current research demonstrates that a moderately positive review is sometimes more persuasive. When Moderation Fosters Persuasion: The Persuasive Power of Deviatory Reviews When Moderation Fosters Persuasion: The Persuasive Power of Deviatory ReviewsĪbstract When people seek to persuade others to purchase a particular product or service, they often give an extremely favorable review of it as a means of doing so.
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