Review Helpfulness

What it measures

The scale assesses reliance on consumer reviews when making decisions, relevant to research on word-of-mouth and social proof.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• How helpful are these consumer reviews for you? not at all / extremely
• How useful are these consumer reviews for you? not at all / extremely
• How much would you rely on these consumer reviews for making your purchase decision? not at all / very much

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Dai, Chan, and Mogilner (2020), who refer to the construct as reliance on consumer reviews, appear to have created this scale themselves; used with MTurk participants. Reliability was strong (α = .93). Validity wasn't separately assessed.

Citation

Dai, H., Chan, C., & Mogilner, C. (2020). People Rely Less on Consumer Reviews for Experiential than Material Purchases. Journal of Consumer Research, 46(6), 1052-1075.

Keywords