The home improvement service industry is growing rapidly, and the advancement in technology has made information about service providers, such as customer reviews, accessible with a few clicks. However, the impact of anecdotal information, like reviews and a service provider\u27s response to a review, have not been studied extensively in the home improvement service industry. Using the Data Frame Theory of Sensemaking, this study investigated the combined effect of these two variables on an online consumer\u27s decision. We recruited 360 participants through Qualtrics Research Services to participate in a 4∗3 between-subjects study. The findings suggest that when all reviews were either entirely positive or negative, i.e., consistent information, the service provider\u27s response did not influence the customer\u27s decision. However, when the reviews were inconsistent, the service provider\u27s response was influential. In addition, negative reviews created a lack of trust in the information, which is a potential area for future research
