Doctor of Philosophy (PhD)
First Committee Member
Second Committee Member
Third Committee Member
Fourth Committee Member
John A. Schibrowsky
Number of Pages
Today’s highly connected purchasing environment is unique in that consumers are confronted with a vast quantity of information from a variety of sources. Using the theoretical underpinnings of social influence and judgmental heuristics, this dissertation examines source and content characteristics to understand their influence on consumers’ perceptions and decisions. This dissertation utilized two experiments to examine how source and content attributes lead to different types information processing and types of social influence in online reviews. The first study utilized a 2 (expertise) x 2 (group membership) experimental design that manipulated source characteristics. The second study utilized a 2 (recommendation percentage) x 2 (content) x 2 (cognitive processing) experimental design that manipulated content characteristics.
The results of study 1 demonstrate that source characteristics of group membership and expertise can have an effect on consumers’ perceptions, decisions, and informational influence. The results of study 2 demonstrate how content characteristics can lead to different types of processing, affecting perceptions, decisions, and information recall. The results of this dissertation demonstrate that informational influence is present in online reviews. Normative influence is not present in online reviews suggesting the classic theories do not operate the same way in today’s online environment.
Decision-Making; Heuristics; Hotel; Online Purchasing; Online Reviews; Social Influence
Business Administration, Management, and Operations
Book, Laura A., "The Effects of Source and Content on Types of Social Influence in Online Traveler Reviews" (2016). UNLV Theses, Dissertations, Professional Papers, and Capstones. 2772.