Mitigating the influence of preference-oriented negative electronic word-of-mouth: Investigating the role of consumers’ cognition regarding preference heterogeneity

Negative electronic word-of-mouth (eWOM) occasionally results from mismatches between reviewers’ preferences and product characteristics. In this study, we propose that enhancing consumers’ cognition of preference heterogeneity can overcome the egocentric anchoring in decision-making, thus inhibiting the negative influence of preference-oriented negative eWOM on consumers’ responses. Through four studies, we demonstrate that the negative impact of preference-oriented negative eWOM can be effectively reduced when consumers have high inherent cognition of preference heterogeneity or temporarily increase their cognition of preference heterogeneity by situational priming. Cognitive priming of preference heterogeneity has a more significant inhibitory effect on negative eWOM among less experienced consumers than more experienced consumers. Additionally, problem attribution plays a mediating role in shaping the impact of preference heterogeneity cognition on consumer responses, with a more pronounced mediating effect observed among less experienced consumers compared to their more experienced counterparts. The findings of this study have important theoretical significance and practical value for understanding the biased influence of eWOM on the consumer’s decision-making process.