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What is Positivity Effect

Handbook of Research on Computer Mediated Communication
The probability that a person who chooses a product or service and then evaluates or rates it will rate it higher than others in the general population because he/she sought it out in the first place.
Published in Chapter:
Reviewer Motivations, Bias, and Credibility in Online Reviews
Jo Mackiewicz (Auburn University, USA)
Copyright: © 2008 |Pages: 15
DOI: 10.4018/978-1-59904-863-5.ch020
Abstract
In the emerging CMC genre of online reviews, lay people, as opposed to professional writers, evaluate products and services, and they receive no pay for their time or effort. This chapter examines possible motivations for writing reviews, particularly efficacy and altruism. In addition, this chapter examines a sample of 640 online reviews to see whether a positive bias existed; indeed, over 48 percent of reviews bestowed the highest rating—5 stars. Finally, the chapter investigates how reviews manifest reviewers’ concern for establishing credibility by examining four reviews’ varying degrees of careful editing: use of low-frequency vocabulary, planned content, prescription-adhering grammar, correct punctuation, and correct spelling. Detailed analysis of the four online reviews—reviews of a recipe, a camcorder, a tour guide service, and a book—according to the extent to which they displayed careful editing, revealed that the reviews displayed spelling and punctuation errors. However, two of the four reviews showed careful
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Reviewer Motivations, Bias, and Credibility in Online Reviews
The probability that a person who chooses a product or service and then evaluates or rates it will rate it higher than others in the general population because he/she sought it out in the first place.
Full Text Chapter Download: US $37.50 Add to Cart
Neuroimaging Approaches for Elderly Studies
The positivity effect is an age-related trend that favors positive over negative stimuli in cognitive processing.
Full Text Chapter Download: US $37.50 Add to Cart
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