Download or read book The Role of Affect and Cognition in the Impact of Positive/Negative Online Consumer Reviews on Brand Attitude and Purchase Intention written by Jinsoo Kim and published by . This book was released on 2012 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: Along with the prosperity of the Internet, WOM (or eWOM) has become one of the most powerful forces emerging in marketing today as it is widely accepted by consumers as a critical information source. However, there has been little formal research published in scholarly journals until recent years, especially to understand the process of how consumers form their attitudes towards a brand/product based on online consumer reviews. The goal of the current study is two-fold. The study investigates how affective and cognitive processing - two of the main components in forming an attitude - play roles in the impact of online consumer reviews on brand/product attitude formation, and, consequently, on purchase intention formation. The study develops and tests a conceptual model to explain this process by using the Structural Equation Modeling (SEM) technique. The study also examines individuals\U+201f\ affective and cognitive responses formed by their thinking about the product/brand under various conditions (e.g., product type, level of involvement, and valence of eWOM messages).