Experiment #4: Mixed Reviews from Different Sources Considered Simultaneously

​After isolating the effects of different types reviews in the three field experiments, we decided to expand the portfolio to include two types of reviews of different types of valence (external reviews and internal reviews) considered together, but of conflicting valence.  We also compared these results to settings in which two reviews were again considered simultaneously, but of the same valence (both positive or both negative).
 

• As we expected, the highest level of engagement was found when the reviews were both positive and the lowest when both reviews were negative.

 

• Mixed reviews with an internal positive review, but an external negative review produced higher engagement than cases in the reverse.

 

• However, interestingly, the mixed reviews, no matter if the positive review originated internally or from other firms, resulted in the same interest in learning more about the supplier.

 
 

---