Consumer Behavior

Perceived Deception or Perceived Relevance? The Role of Self-Regulatory Focus in Processing Negative Online Reviews

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Abstract

To the best of our knowledge, there is no existing study to address how consumers perceive negative online reviews in terms of deception and relevance. Based on the theory of self-regulatory focus (Higges, 2002) and persuasion knowledge model (Friestad & Wright, 1999), we suggest that self-regulatory focus delineating two important consumption goals (i.e., promotion focus and prevention focus) may differently influence consumer perception of negative online reviews. Therefore, the purpose of this study is twofold: (1) to explore how self-regulatory focus as an individual characteristic impacts perceived deception and perceived relevance; and (2) to investigate how consumer perceptions lead to the persuasiveness of negative online reviews.

Keywords: persuasiveness, Negative online reviews, prevention, promotion

How to Cite:

Huang, R. & Lee, S., (2019) “Perceived Deception or Perceived Relevance? The Role of Self-Regulatory Focus in Processing Negative Online Reviews”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.8459