You are looking at 1 - 1 of 1 items

  • Author or Editor: Clay Voorhees x
Clear All Modify Search
You do not have access to this content

Thomas L. Baker, Paul Fombelle, Clay Voorhees, Kristina K. Lindsey Hall and Blake Runnalls

While the use of consumer-to-consumer (c2c) online review information by consumers has been well-established, little research has investigated how online reviews impact consumers’ decision-making. Combining a customer engagement perspective (defined as time-on-task via eye-tracking) with the source-context-elaboration model, we propose that customer engagement behaviors along with majority and minority information differentially impact decision-making. Utilizing a mixed-methods approach (eye-tracking and experimental design), we test the extent to which majority (overall summary ratings) and minority (qualitative comments contrary to the overall ratings) information impact satisfaction with a decision and when minority information begins to become predominant. As expected, our results show that majority influence plays an important role; however, under increasing customer engagement with the minority feedback, the impact of the majority information drops precipitously.