Harnessing dual process theory for online product evaluation based on user-generated content

Purpose In the vast domain of e-commerce, the evaluation of products through user-generated content (UGC) has become a crucial factor in how consumers make decisions. This research investigates the application of dual process theory in online product evaluation, focusing on how the cognitive processes System 1 and System 2 shape consumer judgments and interact during the evaluation process. Design/methodology/approach Grounded in dual process theory, this research presents three distinct evaluation models that illustrate how consumers process UGC through both automatic (System 1) and deliberate (System 2) cognitive systems. The models incorporate various elements of UGC, including ratings, textual reviews and helpfulness votes, and are supported by empirical evidence showing how these elements impact evaluation outcomes. Findings This research highlights the role of cognitive systems in shaping the formation of evaluations. System 1 facilitates quick, intuitive judgments based on simple clues like average rating, rating distribution and helpfulness votes, while System 2 engages in more deliberate, analytical processing of textual information. These dual processes determine how consumers prioritize various aspects of UGC, ultimately influencing their final product evaluations. The findings emphasize the crucial role cognitive processes play in determining the impact of UGC on consumer decision-making. Originality/value By applying the dual process theory to online product evaluation, this study uncovers new insights into the cognitive mechanisms driving consumer behavior in digital commerce. The findings offer valuable implications for e-commerce platforms and marketers, highlighting how they can effectively leverage UGC to influence consumer evaluations and improve decision-making processes in a more targeted and effective way.