The Internet is becoming the main source for various tasks, from learning, to working, and shopping. There are many websites one can use to shop. Almost all stores have a website from which you can order anything you might want. As online shopping becomes more prominent, it is important to understand the effects of the Internet and its product reviewers and, specific to this study, consumer decision making. This study seeks to understand the effect of star ratings and valence on review perception between the different cognitive levels of individuals. Recognition review perception, and intent to purchase were being measured. Results showed that need for cognition did have an effect on accuracy of recognition and perceived valence. Need for cognition and congruency as well as actual valence had an effect on perceived valence. Need for cognition, actual valence, and congruency all had an effect on purchase intention. This research is important because it is relevant to a growing trend around the world. Technology is already integrated into nearly everyone’s lives and it is only going to more so as we continue to evolve. Just as it is becoming more common for people to receive education from online institutions, and for employers to use more Internet based applications, it is only natural consumers will continue the trend of purchasing items online. Learning the social and cognitive influences of online reviews on perception and purchasing intentions is something everyone needs to be aware of.
Bachelor of Science (B.S.)
College of Sciences
Orlando (Main) Campus
Length of Campus-only Access
Schreck, Jacquelyn L., "Online Product Reviews: Effects of Star Ratings and Valence on Review Perception among Those High and Low in Need for Cognition" (2018). Honors Undergraduate Theses. 384.