The objectivity illusion and perceptions of online reviews
研究发现评论者存在“客观性错觉”，即认为自己的观点是客观的，这种错觉导致他们更愿意分享自己的评论，但读者却觉得这些评论说服力更低，因为客观主义评论者不太讨人喜欢。
Abstract Research on online reviews has identified reviewer- and review-related factors that impact persuasiveness. We add to this literature by investigating reviewers’ as well as readers’ perspectives on a given review. We find that reviewers’ “objectivity illusion”—the belief that their opinions are objective, i.e., reviewer objectivism—adversely impacts readers’ reactions to their online reviews. In two studies and one supplemental study, we find for positive as well as negative reviews that reviewers habitually high in objectivism see their reviews as more persuasive and are more willing to share them, although readers evaluate them as less persuasive because they find objectivist reviewers less likable. These studies demonstrate that reviewers who write less persuasive reviews are most likely to share them, which holds implications for businesses seeking to improve review persuasiveness.