Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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example, consumers may infer source credibility perception based on cues embedded in the content of the traveler 
reviews itself. Examples of such heuristic cues include source expertise (“Experts” statements can be trusted”), and 
consensus information (“Consensus implies correctness”) (Chaiken, Liberman & Eagly, 1989).
Our results also suggest that in making sense of non-diagnostic traveler reviews, consumers with an 
established pre-decisional disposition engage in hypothesis-testing process and the process results in a confirmation 
bias toward the direction of their pre-decisional disposition, suggesting that consumers with a favorable pre-
decisional disposition tend to evaluate the traveler reviews more positively than the consumers with an unfavorable 
disposition. Interestingly, consumers with an unfavorable pre-decisional disposition show greater post-decisional 
confidence than consumers with favorable pre-decisional disposition, which suggests that consumers are more 
confident about their decision of “not booking” than their decision of “booking” after being exposed to non-
diagnostic traveler reviews.