Reviewer Effort Perception

What it measures

Measures a reader's perception of how much effort, thought, and time a reviewer invested in writing a product review. A two-item version was used in Study 2; the three-item version was used in Studies 3 and 4. Applied in research on how expressed arousal in reviews affects reader perceptions. Items ask the reader to evaluate a third-party reviewer's investment. Attributed to Huddy, Feldman, and Cassese (2007) but bears stronger resemblance to Menon, Raghubir, and Schwarz (1995).

Response format

9-point (scale type not stated; likely not at all / very much)

Scale items

• In your opinion, how much effort did the reviewer put into writing this review?
• In your opinion, how much thought did the reviewer give to this review?
• In your opinion, how much time did the reviewer spend writing this review?

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

Usage notes & scoring

Response scale type not stated; 9-point scale with likely not at all/very much style anchors. Alpha range: .939–.954 across three different reviews in Study 3; .916–.936 across four reviews in Study 4; .9886 for the 2-item version in Study 2 (Yin 2018, personal correspondence). Attributed by authors to Huddy et al. (2007) but bears stronger resemblance to Menon, Raghubir, & Schwarz (1995), Journal of Consumer Research, 22 (September), 212–228.

Recommended companion scales

Citation

Yin, D., Bond, S.D., & Zhang, H. (2017). Keep your cool or let it out: Nonlinear effects of expressed arousal on perceptions of consumer reviews. Journal of Marketing Research, 54(3), 447–463.

Keywords