The Assimilative
and Contrastive Effects of Word-of-Mouth Volume: An Experimental
Examination of Online Consumer Ratings
Journal of Retailing, 87 (1):
111-126 (March 2011)Abstract
The popularity of online rate-and-review websites has increased the importance of word-of-mouth (WOM) volume (number of ratings) yet the retail literature has not paid adequate attention to understanding its impact. This paper highlights WOM volume as a high-scope, decision-making cue upon which the influence of other WOM-relevant characteristics on a WOM message's persuability depends. We begin, via a pretest, by demonstrating the intuitive expectation that high volume, relative to low volume, accentuates or assimilates perceptions of positivity or negativity of WOM targets. Then, through two experimental studies, we show that depending upon how high volume interacts with WOM consensus and consumer decision precommitment, it can contrast preference away from the valence of a target also. In our third and final experimental study, we demonstrate that consumers differ in their susceptibility to the influence of high volume. Those with a higher desire to be different from others, compared to those with a higher desire to be similar, are resistant to high volume's assimilative sway and do not show the valence-accentuating effects demonstrated in the pretest. Retail managers and researchers should find these insights about the different roles of WOM volume beneficial. High volume enhances the influence of negative as well as positive WOM messages. Yet, when combined with other variables, high volume can dampen influence also. With low (high) provider unity, it dampens (enhances) negative (positive) messages. For consumers committed to consume, it dampens negative messages. High volume's message enhancement is reduced for consumers motivated to be unique.