How do consumers perceive and process online overall vs. individual text-based reviews? Behavioral and eye-tracking evidence

Building on the Heuristic-Systematic model, we use a survey and two eye-tracking experiments to investigate consumers' perceived usefulness of overall and individual text-based reviews (OTRs vs. ITRs) for search vs. experience products, and the information processing features. Results indicate that OTRs show higher usefulness than ITRs, regardless of product type. ITRs are perceived to be more useful for experience products than for search products. Furthermore, two eye-tracking studies confirm these results from a physiological standpoint and reveal the attentional allocation during information processing. OTRs affect subjects' processing of ITRs information differently in purchase search and experience products.