THE INFLUENCE OF CENTRAL CONTENT AND PERIPHERAL CUE FACTORS ON A CONSUMER’S TRUST AMONG DIFFERENT TYPES OF PERSONALITY AND MOOD

THE INFLUENCE OF CENTRAL CONTENT AND

PERIPHERAL CUE FACTORS ON A CONSUMER’S

TRUST AMONG DIFFERENT TYPES OF PERSONALITY

AND MOOD

Minke Mennen

MSc. Marketing Intelligence

Conceptual model

Method

•  Online survey via preference lab

•  Choice based conjoint analysis

•  13 choice sets •  Moderators

•  BFI-10 (Ramstedt & John, 2007) •  4 items (Brunner, 2009)

Attributes and levels

Aggregated rating score volume Real name exposure

Reviewer’s expertise Lexical complexity

Two-sidedness

Characteristics of the sample

87.9% is in a positve mood

43.1% is younger than 30 years

81.6% is high educated

Relative importance

Aggregated rating score volume Real name exposure

Reviewer's expertise Lexical complexity Two-sidedness

Main effects

Hypothesis Main effect

H₁: Lexical complexity has a negative effect on a consumer’s trust ∩ H₂: Two-sidedness of an online review has a positive effect on a consumer’s trust ✔

H₃: Higher aggregated rating score volume has a positive effect on a consumer’s trust ✔

H₄: Higher review helpfulness volume has a positive effect on a consumer’s trust ✔

H₅: Real name exposure has a positive effect on a consumer’s trust ✔

Moderating effects

•  No moderating effects were found for mood and personality

•  Used for segment description

•  Low variance in moderator personality trait

Model BIC CAIC

Segments

•  Information criteria

•  Interpretability

Observational learners

•  Largest segment (42.42%)

•  Largest relative amount of females (54.77%)

•  Largest group of negative mood (15.81%)

Text critics

•  Segment size = 28.95%

•  Most evenly divided in gender (female = 51.72%)

•  Relatively older segment

•  MBO & HBO most in this segment

•  Highest amount of positive mood (92.97%)

Independent consumers

•  Smallest segment (28.63%)

•  Youngest segment

•  University most in this segment

•  Largest group earns below average (47.79%)

Theoretical implications

•  Inverted relationship for lexical complexity

•  Peripheral cues

Theoretical implications

Managerial implications

•  Central content factors are very important

Managerial implications

•  Peripheral cue factors

Managerial implications

Thank you!