Is beauty helpful? effects of reviewer attractiveness on perceived helpfulness of online review

Yumei He, De Liu, Xunhua Guo

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In this paper, we investigate the impact of reviewer attractiveness on perceived helpfulness of the online review. Extending the selective-accessibility model by generating the fitness hypothesis testing and integrating it with the original similarity hypothesis testing, we hypothesize that the review with an attractive reviewer’s consumption photo is perceived as more helpful than the average-looking reviewer’s. Besides, the effect is moderated by consumers’ appearance self-esteem (ASE). With two online experiments, we found that the review with an attractive reviewer’s consumption photo is equivalently helpful compared to the review with an average-looking reviewer’s. Moreover, the attractive reviewer’s review is perceived as less helpful if the consumers are low in ASE. These findings provide evidence against the conventional wisdom that “what is beautiful is good” and point out that at certain condition beauty might backfire. Our conclusions are highly relevant to online retailers, third party websites, and online merchants.

Original languageEnglish (US)
Title of host publicationAMCIS 2017 - America's Conference on Information Systems
Subtitle of host publicationA Tradition of Innovation
PublisherAmericas Conference on Information Systems
ISBN (Electronic)9780996683142
StatePublished - Jan 1 2017
EventAmerica�s Conference on Information Systems: A Tradition of Innovation, AMCIS 2017 - Boston, United States
Duration: Aug 10 2017Aug 12 2017

Publication series

NameAMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation
Volume2017-August

Other

OtherAmerica�s Conference on Information Systems: A Tradition of Innovation, AMCIS 2017
CountryUnited States
CityBoston
Period8/10/178/12/17

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Testing
Websites
Experiments

Keywords

  • Appearance Self-Esteem
  • Perceived Review Helpfulness
  • Reviewer Attractiveness
  • Selective Accessibility Model
  • Social Comparison

Cite this

He, Y., Liu, D., & Guo, X. (2017). Is beauty helpful? effects of reviewer attractiveness on perceived helpfulness of online review. In AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation (AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation; Vol. 2017-August). Americas Conference on Information Systems.

Is beauty helpful? effects of reviewer attractiveness on perceived helpfulness of online review. / He, Yumei; Liu, De; Guo, Xunhua.

AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation. Americas Conference on Information Systems, 2017. (AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation; Vol. 2017-August).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

He, Y, Liu, D & Guo, X 2017, Is beauty helpful? effects of reviewer attractiveness on perceived helpfulness of online review. in AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation. AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation, vol. 2017-August, Americas Conference on Information Systems, America�s Conference on Information Systems: A Tradition of Innovation, AMCIS 2017, Boston, United States, 8/10/17.
He Y, Liu D, Guo X. Is beauty helpful? effects of reviewer attractiveness on perceived helpfulness of online review. In AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation. Americas Conference on Information Systems. 2017. (AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation).
He, Yumei ; Liu, De ; Guo, Xunhua. / Is beauty helpful? effects of reviewer attractiveness on perceived helpfulness of online review. AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation. Americas Conference on Information Systems, 2017. (AMCIS 2017 - America's Conference on Information Systems: A Tradition of Innovation).
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