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The impact of questionnaire structure on proxy-respondents' (Rs') spontaneous use of anchoring strategies is examined via analysis of interviews with 47 paid couples recruited in a medium-sized university town. Use of anchoring strategy was inferred from concurrent think-aloud protocols. Rs were pariticularly likely to use an anchoring strategy when the proxy question immediately followed the self-question & the R's attention was immediately drawn to the self-proxy similarity. Pointing out the self-proxy similarity after a series of unrelated self-reports had no impact on use of anchoring strategy. 1 Table, 1 Appendix, 50 References. Adapted from the source document.

ABSTRACTThe rise of online reviews written by consumers makes possible an examination of how the content and style of these word‐of‐mouth messages contribute to their helpfulness. In this study, consumers are asked to judge the value of real online consumer reviews to their simulated shopping activities. The results suggest the benefits of moderate review length and of positive, but not negative, product evaluative statements. Non‐evaluative product information and information about the reviewer were also found to be associated with review helpfulness. Stylistic elements that may impair clarity (such as spelling and grammatical errors) were associated with less valuable reviews, and elements that may make a review more entertaining (such as expressive slang and humor) were associated with more valuable reviews. These findings point to factors beyond product information that may affect the perceived helpfulness of an online consumer review. Copyright © 2012 John Wiley & Sons, Ltd.