More than meets the eye: visual salience in online word of mouth and consumer decision-making

Abstract

Purpose This study aims to investigate the role of visual salience in word-of-mouth (WOM) distributions and its impact on consumer choices. The authors propose that the visual salience of a product’s WOM distribution can significantly draw attention, which in turn influences consumer decisions. Design/methodology/approach The authors conducted four studies with a total of 583 participants drawn from diverse populations. Two studies were carried out at a large public university outside the USA, while the other two involved US-based participants recruited through an online platform. Findings Study 1 demonstrates that when end-point salience is present, consumers show a preference for high-dispersion options as the average rating increases. Study 2 replicates this effect within medium WOM average ratings and introduces color gradients to manipulate visual salience, thereby enhancing the generalizability of the findings. Studies 3 and 4 examine the underlying mechanism by assessing perceived average ratings and salience-driven attention, offering process evidence for the proposed proposed mechanism. Study 4 further extends generalizability by shifting the product context from hedonic to utilitarian. Research limitations/implications This research contributes to marketing literature by examining how visual features, such as rating distribution shapes and color gradients, affect consumer responses to divergent WOM. By shifting focus from numerical to visual representations, it provides new insights into how visual elements influence decision-making. Additionally, it bridges a critical gap between visual representation and consumer interpretation of probability distributions, emphasizing the role of visual cues in shaping perceptions and behaviors in digital marketplaces. Practical implications From a managerial perspective, this research suggests that businesses can empower customers by providing visualized WOM information to support more informed decision-making. It also underscores the value of interactive visual displays in reducing biases in how consumers interpret WOM data. Originality/value This research identifies visual salience as a key moderating factor, reconciling mixed findings in the WOM literature and showing how visual features of WOM distributions shape consumer preferences and decision-making. As visual content becomes increasingly influential in the digital age, these findings provide valuable insights into its persuasive power, advancing the understanding of visual influence in marketing contexts.