Research Note—When Do Consumers Value Positive vs. Negative Reviews? An Empirical Investigation of Confirmation Bias in Online Word of Mouth

• Dezhi Yin

  Dezhi Yin

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  Trulaske College of Business, University of Missouri, Columbia, Missouri 65211

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• Sabyasachi Mitra

  Corresponding Author

  Sabyasachi Mitra

  [email protected]

  Scheller College of Business, Georgia Institute of Technology, Atlanta, Georgia 30308

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• Han Zhang

  Han Zhang

  [email protected]

  Scheller College of Business, Georgia Institute of Technology, Atlanta, Georgia 30308

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