J 2022

What Cognitive Biases Attack Potential Customers in User Reviews the Most?

BAUEROVÁ, Radka, Tereza IKÁŠOVÁ, Veronika KOPŘIVOVÁ, Tomáš PRAŽÁK, Michal STOKLASA et. al.

Basic information

Original name

What Cognitive Biases Attack Potential Customers in User Reviews the Most?

Authors

BAUEROVÁ, Radka (203 Czech Republic, guarantor, belonging to the institution), Tereza IKÁŠOVÁ (203 Czech Republic, belonging to the institution), Veronika KOPŘIVOVÁ (703 Slovakia, belonging to the institution), Tomáš PRAŽÁK (203 Czech Republic, belonging to the institution) and Michal STOKLASA (203 Czech Republic, belonging to the institution)

Edition

Acta academica karviniensia, Karviná, Obchodně podnikatelská fakulta v Karviné, 2022, 1212-415X

Other information

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

50202 Applied Economics, Econometrics

Country of publisher

Czech Republic

Confidentiality degree

není předmětem státního či obchodního tajemství

RIV identification code

RIV/47813059:19520/22:A0000346

Organization unit

School of Business Administration in Karvina

Keywords in English

apophenia; authority bias; bandwagon effect; e-shops; negativity effect; online reviews; processing difficulty effect; story bias

Tags

Reviewed
Změněno: 30/12/2022 14:39, Ing. Radka Bauerová, Ph.D.

Abstract

V originále

The aim of this paper is to uncover the cognitive biases that attack potential customers in user reviews and to determine their influence on e-shop popularity ratings. In order to accomplish the objective, a survey was conducted among the TOP 100 e-shops on the Czech market, from which were selected 70 e-shops to identify the most frequently occurring cognitive biases. In the first step, the heuristic method of observing e-shop websites was used. In the second step, a chi-square two-sample test was used to obtain results due to the nominal nature of the data under study. It was found that in terms of the user interface, the most emerging biases are the bandwagon effect, apophenia, authority bias and social proof. Then, in the case of examining the reviews themselves, it was found that availability bias, story bias, processing difficulty effect, negativity effect and authority bias were determined to be the most likely to influence potential customers. Some of these biases were also found to affect the popularity ratings of the e-shop, which marketing managers should pay attention to because of the link between popularity and loyalty.