To Err is Human? How Typographical and Orthographical Errors Affect Perceptions of Online Reviewers

Abstract

Consumers increasingly rely on online product reviews when making purchase decisions. However, assessing the credibility of online reviewers presents consumers with unique challenges. This paper examines how consumer perceptions of reviewer credibility are influenced by the presence and type of textual errors in the review itself. The results of an online experiment indicate that consumers’ reactions to textual errors are moderated by their general trust in others. Low-trust consumers are relatively insensitive to textual errors in judging reviewer credibility. However, high-trust consumers are less forgiving of typographical errors (which may signal carelessness) than orthographical errors (which may indicate cognitive challenges). Implications for future research are discussed.