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Online customer reviews and consumer evaluation: The role of
The present research found that customer reviews, positive or negative, are often more influential when written in an easy-to-read (vs. difficult-to-read) font (Studies 1–4). This effect occurs because the processing fluency induced by fonts serves as a cue indicating the credibility of the reviewers (Study 4).
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The present research found that customer reviews, positive or negative, are often more influential when written in an easy-to-read (vs. difficult-to-read) font (Studies 1–4). This effect occurs because the processing fluency induced by fonts serves as a cue indicating the credibility of the reviewers (Study 4).