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The Devil's in the details: The tradeoff between detail and abandonment in online review creation
Polenz, Ann-Kathrin
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Bayerl, Andreas
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Dover, Yaniv
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Kraus, Florian
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Dokumenttyp:
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Präsentation auf Konferenz
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Erscheinungsjahr:
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2025
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Veranstaltungstitel:
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2025 ISMS Marketing Science Conference
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Veranstaltungsort:
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Washington, DC
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Veranstaltungsdatum:
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12.-15.06.2025
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Verwandte URLs:
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Sprache der Veröffentlichung:
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Englisch
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Einrichtung:
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Fakultät für Betriebswirtschaftslehre > Dr. Werner Jackstädt Stiftungslehrstuhl für Sales & Services Marketing (Kraus 2011-)
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Fachgebiet:
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330 Wirtschaft
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Abstract:
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A considerable number of online review platforms have adopted detailed formats for review creation, given that detailed reviews are often perceived as more informative and helpful. However, we study the tradeoff between the level of detail requested by the platform (e.g., more items in the process of reviewing) and abandonment (i.e., users started, but did not finish). Using a multimethod approach—including proprietary data, surveys, and a field study — we demonstrate that while detailed formats can enhance the depth of individual reviews, they also crowd out negativity and amplify the positivity bias. We find that only one in six initiated review processes is completed, and that negative reviews are 65% more likely to be abandoned than positive ones. Key factors influencing abandonment include perceived effort and customer data vulnerability. A field study further confirms that greater review detail is significantly correlated with abandonment rates. We conclude that to manage review volume, reliability, and detail, platforms and firms should consider streamlining review formats or providing both short and long options, while consumers should be aware of the tradeoff when reading user-generated content.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
 Suche Autoren in
BASE:
Polenz, Ann-Kathrin
;
Bayerl, Andreas
;
Dover, Yaniv
;
Kraus, Florian
Google Scholar:
Polenz, Ann-Kathrin
;
Bayerl, Andreas
;
Dover, Yaniv
;
Kraus, Florian
ORCID:
Polenz, Ann-Kathrin  ORCID: 0009-0006-2673-3044 ; Bayerl, Andreas ; Dover, Yaniv ; Kraus, Florian ORCID: 0000-0001-6807-6544
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