Designing Judgement Styles: Exploring the Effect of Review Curation Influences Consumer Decision Making

Albert Fei Liu

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


The role played by Online Customer Reviews (OCRs) in consumers’ decision making decisions is increasingly prominent. Compelled by the paucity of understanding regarding how OCRs assist consumers’ decision making process, this study investigates how OCRs and the emerging OCR curation features facilitate consumers’ judgement styles in the light of the model of dual-system cognition function. This study postulates that the information cues available in numerical rating and opinionated review are conducive to intuitive and deliberate judgements respectively. Furthermore, OCR curation features can help to enhance judgements in response to OCRs through manipulating cue accessibility. Lastly, different judgement modes are expected to entail distinct decisional outcomes in terms of performance and justifiability. To empirically validate the proposed hypotheses, this study proposes a plan for conducting a subsequent experiment on a customdeveloped online restaurant review site.
Original languageEnglish
Title of host publicationPACIS 2017 Proceedings
EditorsRose Alinda, Pan Shan Ling, Shamshul Bahri, Patrick Finnegan, Choon Ling Sia
Number of pages7
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2017
Article number278
Publication statusPublished - 2017
EventThe 21st Pacific Asia Conference on Information Systems. PACIS 2017 - Meritus Pelangi Beach Resort & Spa, Langkawi, Malaysia
Duration: 16 Jul 201720 Jul 2017
Conference number: 21


ConferenceThe 21st Pacific Asia Conference on Information Systems. PACIS 2017
LocationMeritus Pelangi Beach Resort & Spa
SponsorAssociation for Information Systems
Internet address


  • Online Consumer Reviews
  • Review Curation
  • Intuitive Judgement
  • Deliberate Judgement
  • Decisional Outcome

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