“This is inequity!” Exploring the potential positive impact of negative online reviews

Negative reviews significantly influence consumer decisions in hospitality. As review volume increases, responding to all reviews becomes impractical, prompting the need for targeted strategies. This study explores how negative review types (subjective vs. objective) affect consumer perceptions and behaviour, drawing on cognitive dissonance and equity theories. A mixed-method approach was used, employing quasi-natural experimental design and between-subject experimental design. This research shows that subjective reviews enhance trust, whereas objective reviews evoke greater empathy and booking intention. Trust and empathy jointly mediate the effect of text type on booking decisions. Faster responses are also more effective for subjective reviews, whereas slower, more thoughtful replies suit objective reviews. These findings challenge the traditional belief that objective comments and rapid responses are always more effective and offer theoretical and practical insights into managing negative online reviews.