Consumer Responses to Online Reviews and Product Placements

Studies of two research tracks are presented. The first track focuses on the response of consumers to online product reviews. In two experiments it is tested how consumers respond to sets of reviews varying in valence and sequence of presentation, and the role of review recall, usefulness and impression in forming attitudes and intentions towards the product. Additionally, a study is presented on optimal service recovery strategies for companies faced with negative and positive online reviews.

The second research track focuses on brand (product) placement, the paid inclusion of branded materials in mass media. In a first study, the effect of plot connection and prominence of placement of brands in movies is highlighted, and the role of brand recall for the formation of attitudes is investigated. In a second study, responses to real-life brand placements and placement disclosure on television on brand recall and evaluative responses to brands placed is investigated.

This seminar is organised by the Corporate Communication Centre.