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This paper aims to offer a framework explaining how product experience (i.e. think vs feel) and product involvement (high vs low) influence the helpfulness of online reviews. It also reexamined how online consumer review dimensions help to build online review helpfulness under different contexts.

Data were collected using content analysis on 1,200 online customer reviews on 12 products from four categories to measure the relationships between online review dimensions and the helpfulness of reviews. The regression analysis and analysis of variance (ANOVA) were used to test the hypotheses.

The findings indicate that the effectiveness of length of a review is moderated by product type; for think products, longer reviews yield higher helpfulness. Furthermore, the level of consistency between individual review ratings and overall product ratings is associated with review helpfulness. The length of product descriptions and product ratings is moderated by the level of involvement. For products with high involvement, longer descriptions yield higher helpfulness.

A conceptual connection to customer interaction is proposed by online customer reviews that vary by product type. The findings provide implications for online retailers to better manage online customer reviews and increase the value of product ratings.

Pride is an emotional response to success or achievement with two facets, AP and HP. This study aims to address an unanswered question: how does each type of pride affect indulgence when consumers engage in relatively thoughtful processing (System II) versus when they engage in rapid and more superficial processing (System I).

Using four experiments, this research investigates the effects of pride and cognitive resources on indulgence. This study also tests the mediating roles of deservedness and self-esteem using an ANOVA, a bootstrap analysis and a binary logistic-regression analysis.

The results show that cognitive resources moderate the effects of AP and HP on indulgence. When consumers have ample cognitive resources, AP leads to more indulgence than HP. When consumers have restricted cognitive resources and engage a quick, affective-based processing system, HP leads to greater indulgence than AP.

This research enhances understanding of the impact of two kinds of pride on indulgence and advances the authors’ understanding in the broader area linking emotion and consumer decision-making.

Marketers and public policymakers need to understand the differences between AP and HP because they have potentially different impacts on consumer behavior. Depending on whether companies are trying to motivate consumers to indulge or to restrain from indulging, companies can successfully incorporate AP or HP into their marketing communications.

The key contribution of this research is that the authors show that both AP and HP can lead to indulgence, depending on the amount of cognitive attention that is allocated to the decision and, therefore, which system consumers deploy.

Alagtaihert Al lies in the marginal areas of Altai which belongs to Mongolia. Mineral resources are rich, especially copper, and the degree of exploration is poor in this area. Based on the investigation and analysis about regional strata, geological structure and previous researches, it is considered that magma activity supplied sources of copper deposits and tectonic movement accelerated mineral dressing. Through electrical geophysical detection, it is indicated that the strike of copper belt is NNW, zonal distribution and sectional concentration are the characteristics about copper deposits. Combined geological and geophysical properties to present the metallogenic mechanics and model: Metal mineral crystallization was formed with metasomatism happened in hydrothermal process; the type of hydrothermal copper belt was formed far away from the rock after the period of pegmatite and gas-hydrothermal; the depth of copper deposits is about 300m and most of them were collected from 22 to 150m.