The current research demonstrates that posting online reviews can influence the evaluations of the individual posting the review. Across four studies, we examine the impact of individuals’ naive theories about the meaning of their own posting on subsequent attitudes. In these experiments, individuals were assigned to write either positive or negative reviews about various products and services and then post them. The meaning associated with posting a review was varied to indicate either high validity (e.g., saving, extending, sharing) or low validity (e.g., deleting, hiding, archiving) with respect to their previously written reviews. When posting was associated with a high validity meaning, it increased reliance on those thoughts polarizing attitudes and behavioral intentions compared with when the posting was associated with a low validity meaning. These findings were mediated by the impact of meaning on thought confidence.

目前的研究表明，发布在线评论会影响发布评论的个人的评价。在四项研究中，我们检查了个人关于他们自己发帖的意义的幼稚理论对随后态度的影响。在这些实验中，个人被分配对各种产品和服务撰写正面或负面评论，然后发布。与发布评论相关的含义是多种多样的，以表明相对于他们以前撰写的评论的高有效性（例如，保存、扩展、共享）或低有效性（例如，删除、隐藏、存档）。当发布与高有效性意义相关时，与发帖与低有效性意义相关时相比，它增加了对那些使态度和行为意图两极分化的想法的依赖。这些发现是由意义对思想信心的影响所介导的。