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Numerous studies have investigated the effects of conflicting online reviews on purchase intention. However, only a few studies have focused on the effects from a product attributes perspective. The present study seeks to investigate the role of conflicting online reviews between two different attributes in online consumption scenario that can bridge this gap. Across two experiments, the findings revealed that compared with a medium evaluation, conflicting extreme evaluation reviews between two different attributes decrease consumers' purchase intentions; cognitive dissonance functions as a psychological mechanism. Consumers with prevention focus experience a greater cognitive dissonance when faced with conflicting reviews than those with a promotional focus. The conclusions would provide tremendous implications for academic research and future enterprise practice.

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Product packaging clues can lead to overconsumption and even obesity. While combined packaging represents a common packaging practice, it has not been addressed much in academia. To help clarify how marketers can optimize the relationship between the packaging’s number cues and consumption, this paper explores the effect of the quantity of inner packaging on consumption when the external packaging number is fixed. Across two experiments conducted in China, this study proposes that consumption increases with the number of the inner packages, while the total quantity of products is held constant and the Perceived Package Consumption Count acts as a partial mediator. For the restrained dieters, however, the effect of the packaging’s number cue on consumption disappears. The findings of this study have significant implications for consumers, marketers, and policymakers.