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Online consumers vary in their tendency to believe or disbelieve online reviews. Based on an Elaboration Likelihood Model (ELM; Petty that is, they are biased against certain types of information and indifferent to the message quality. Second, consumers with low skepticism tend to adopt the peripheral route in forming attitude; that is, they are more persuaded by review quantity. These findings contribute to the ELM research literature by considering a potentially important personality factor in the ELM framework. Managerial implications are suggested.
Sher et al. (Sun,) studied this question.