JOURNAL ARTICLE
Why and How Consumers Perform Online Reviewing Differently.
Published In: Journal of Consumer Research, 2025, v. 51, n. 6. P. 1209 1 of 3
Database: Academic Search Ultimate 2 of 3
Authored By: Kerviler, Gwarlann de; Demangeot, Catherine; Dolbec, Pierre-Yann 3 of 3
Abstract
The article focuses on why and how consumers write online reviews differently by conceptualizing reviewing as a socioculturally embedded activity shaped by distinct cultural models, termed reviewing orientations. Through qualitative analysis of reviews and interviews, three ideo-typical reviewing orientations are identified: communal sharing, systemic evaluation, and competitive punditry. Each orientation reflects different values, reviewer identities, motivations, and linguistic styles, influencing how consumers perceive their role, the audience, and the purpose of reviewing. The study highlights that these orientations shape reviewing behaviors beyond individual psychological or demographic differences and offers implications for review platform design and marketer engagement strategies.
Additional Information
- Source:Journal of Consumer Research. 2025/04, Vol. 51, Issue 6, p1209
- Document Type:Article
- Subject Area:Marketing
- Publication Date:2025
- ISSN:0093-5301
- DOI:10.1093/jcr/ucae040
- Accession Number:183763797
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