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Purpose: The purpose of this paper is to evaluate the extent to which consumers will exert more effort to avoid risk (negative reviews) versus seek reward (positive reviews) when making a restaurant decision. Design/methodology/approach: This study investigates the influence of distance and...
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Purpose: The purpose of this paper is to develop a scale to measure normative and informational influence in online traveler reviews. Design/methodology/approach: Through proper scale development techniques and a two-sample validation process, the resulting 2-factor, 11-item scale yields a...
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