The Effects of Negatively Valenced Emotional Expressions in Online Reviews on the Reviewer, the Review, and the Product
ABSTRACT The authors examine the effects of negatively valenced emotional expressions (NVEE; e.g., intense language, all caps, exclamation points, emoticons) in online reviews and reveal important boundary conditions for their effects. Specifically, Study 1 showed that NVEE directly promote review h...
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| Veröffentlicht in: | Psychology & marketing 2016-09, Vol.33 (9), p.747-760 |
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| container_title | Psychology & marketing |
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| creator | Folse, Judith Anne Garretson Porter III, McDowell Godbole, Mousumi Bose Reynolds, Kristy E. |
| description | ABSTRACT
The authors examine the effects of negatively valenced emotional expressions (NVEE; e.g., intense language, all caps, exclamation points, emoticons) in online reviews and reveal important boundary conditions for their effects. Specifically, Study 1 showed that NVEE directly promote review helpfulness and damage attitude toward the product when used by experts. In contrast, for novices, their use of NVEE was considered a poor reflection on them and failed to directly affect attitude toward the product. Further, attributions of reviewer rationality and trustworthiness were positively associated with review helpfulness and attitude toward the product. Interestingly, language complexity is a trigger to reverse the effects, as found in Study 2. For novices (experts), the adverse effect on trustworthiness is eliminated (introduced) but the adverse effect on attitude toward the product is introduced (eliminated) when they include more complex language accompanied by NVEE in their online reviews. Both studies uncover when source discounting is active for experts and novices, making them equally influential in some cases. Theoretical and managerial implications are provided. |
| doi_str_mv | 10.1002/mar.20914 |
| format | Article |
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The authors examine the effects of negatively valenced emotional expressions (NVEE; e.g., intense language, all caps, exclamation points, emoticons) in online reviews and reveal important boundary conditions for their effects. Specifically, Study 1 showed that NVEE directly promote review helpfulness and damage attitude toward the product when used by experts. In contrast, for novices, their use of NVEE was considered a poor reflection on them and failed to directly affect attitude toward the product. Further, attributions of reviewer rationality and trustworthiness were positively associated with review helpfulness and attitude toward the product. Interestingly, language complexity is a trigger to reverse the effects, as found in Study 2. For novices (experts), the adverse effect on trustworthiness is eliminated (introduced) but the adverse effect on attitude toward the product is introduced (eliminated) when they include more complex language accompanied by NVEE in their online reviews. Both studies uncover when source discounting is active for experts and novices, making them equally influential in some cases. Theoretical and managerial implications are provided.</description><identifier>ISSN: 0742-6046</identifier><identifier>EISSN: 1520-6793</identifier><identifier>DOI: 10.1002/mar.20914</identifier><language>eng</language><publisher>Hoboken: Blackwell Publishing Ltd</publisher><subject>Attitudes ; Consumer attitudes ; Linguistics ; Product reviews ; Studies ; Trust</subject><ispartof>Psychology & marketing, 2016-09, Vol.33 (9), p.747-760</ispartof><rights>2016 Wiley Periodicals, Inc.</rights><rights>Copyright Wiley Periodicals Inc. Sep 2016</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c3664-31c668a222beb0ee02af9208302647925610315929cb3a6c716bac0f7a3b9b4f3</citedby><cites>FETCH-LOGICAL-c3664-31c668a222beb0ee02af9208302647925610315929cb3a6c716bac0f7a3b9b4f3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://onlinelibrary.wiley.com/doi/pdf/10.1002%2Fmar.20914$$EPDF$$P50$$Gwiley$$H</linktopdf><linktohtml>$$Uhttps://onlinelibrary.wiley.com/doi/full/10.1002%2Fmar.20914$$EHTML$$P50$$Gwiley$$H</linktohtml><link.rule.ids>314,780,784,1417,27924,27925,45574,45575</link.rule.ids></links><search><creatorcontrib>Folse, Judith Anne Garretson</creatorcontrib><creatorcontrib>Porter III, McDowell</creatorcontrib><creatorcontrib>Godbole, Mousumi Bose</creatorcontrib><creatorcontrib>Reynolds, Kristy E.</creatorcontrib><title>The Effects of Negatively Valenced Emotional Expressions in Online Reviews on the Reviewer, the Review, and the Product</title><title>Psychology & marketing</title><addtitle>Psychol. Mark</addtitle><description>ABSTRACT
The authors examine the effects of negatively valenced emotional expressions (NVEE; e.g., intense language, all caps, exclamation points, emoticons) in online reviews and reveal important boundary conditions for their effects. Specifically, Study 1 showed that NVEE directly promote review helpfulness and damage attitude toward the product when used by experts. In contrast, for novices, their use of NVEE was considered a poor reflection on them and failed to directly affect attitude toward the product. Further, attributions of reviewer rationality and trustworthiness were positively associated with review helpfulness and attitude toward the product. Interestingly, language complexity is a trigger to reverse the effects, as found in Study 2. For novices (experts), the adverse effect on trustworthiness is eliminated (introduced) but the adverse effect on attitude toward the product is introduced (eliminated) when they include more complex language accompanied by NVEE in their online reviews. Both studies uncover when source discounting is active for experts and novices, making them equally influential in some cases. Theoretical and managerial implications are provided.</description><subject>Attitudes</subject><subject>Consumer attitudes</subject><subject>Linguistics</subject><subject>Product reviews</subject><subject>Studies</subject><subject>Trust</subject><issn>0742-6046</issn><issn>1520-6793</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2016</creationdate><recordtype>article</recordtype><recordid>eNp1kF9PwjAURxujifjnwW_QxCcTBrft1tFHJQgmCIagJr40XbnT6dywHQLf3glifPGpOck5N-mPkDMGLQbA2-_GtTgoFu6RBos4BDJWYp80IA55ICGUh-TI-1eA2lZRgyynL0h7aYq28rRM6QifTZV9Yr6mDybHwuKM9t7LKisLk9Peau7Q-xo8zQo6LvKsQDrBzwyXdV7Q6mWH6Jp_qElNMdvwnStnC1udkIPU5B5Pf95jcn_dm3YHwXDcv-leDgMrpAwDwayUHcM5TzABROAmVRw6ArgMY8UjyUCwSHFlE2GkjZlMjIU0NiJRSZiKY3K-vTt35ccCfaVfy4Wr_-I16zApIwhjVlsXW8u60nuHqZ67rJ5yrRno7111DXqza-22t-4yy3H9v6hvLye7ItgWma9w9VsY96ZlLOJIP476-mrA-t3wKdJKfAFmdofm</recordid><startdate>201609</startdate><enddate>201609</enddate><creator>Folse, Judith Anne Garretson</creator><creator>Porter III, McDowell</creator><creator>Godbole, Mousumi Bose</creator><creator>Reynolds, Kristy E.</creator><general>Blackwell Publishing Ltd</general><general>Wiley Periodicals Inc</general><scope>BSCLL</scope><scope>AAYXX</scope><scope>CITATION</scope></search><sort><creationdate>201609</creationdate><title>The Effects of Negatively Valenced Emotional Expressions in Online Reviews on the Reviewer, the Review, and the Product</title><author>Folse, Judith Anne Garretson ; Porter III, McDowell ; Godbole, Mousumi Bose ; Reynolds, Kristy E.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c3664-31c668a222beb0ee02af9208302647925610315929cb3a6c716bac0f7a3b9b4f3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2016</creationdate><topic>Attitudes</topic><topic>Consumer attitudes</topic><topic>Linguistics</topic><topic>Product reviews</topic><topic>Studies</topic><topic>Trust</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Folse, Judith Anne Garretson</creatorcontrib><creatorcontrib>Porter III, McDowell</creatorcontrib><creatorcontrib>Godbole, Mousumi Bose</creatorcontrib><creatorcontrib>Reynolds, Kristy E.</creatorcontrib><collection>Istex</collection><collection>CrossRef</collection><jtitle>Psychology & marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Folse, Judith Anne Garretson</au><au>Porter III, McDowell</au><au>Godbole, Mousumi Bose</au><au>Reynolds, Kristy E.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The Effects of Negatively Valenced Emotional Expressions in Online Reviews on the Reviewer, the Review, and the Product</atitle><jtitle>Psychology & marketing</jtitle><addtitle>Psychol. Mark</addtitle><date>2016-09</date><risdate>2016</risdate><volume>33</volume><issue>9</issue><spage>747</spage><epage>760</epage><pages>747-760</pages><issn>0742-6046</issn><eissn>1520-6793</eissn><abstract>ABSTRACT
The authors examine the effects of negatively valenced emotional expressions (NVEE; e.g., intense language, all caps, exclamation points, emoticons) in online reviews and reveal important boundary conditions for their effects. Specifically, Study 1 showed that NVEE directly promote review helpfulness and damage attitude toward the product when used by experts. In contrast, for novices, their use of NVEE was considered a poor reflection on them and failed to directly affect attitude toward the product. Further, attributions of reviewer rationality and trustworthiness were positively associated with review helpfulness and attitude toward the product. Interestingly, language complexity is a trigger to reverse the effects, as found in Study 2. For novices (experts), the adverse effect on trustworthiness is eliminated (introduced) but the adverse effect on attitude toward the product is introduced (eliminated) when they include more complex language accompanied by NVEE in their online reviews. Both studies uncover when source discounting is active for experts and novices, making them equally influential in some cases. Theoretical and managerial implications are provided.</abstract><cop>Hoboken</cop><pub>Blackwell Publishing Ltd</pub><doi>10.1002/mar.20914</doi><tpages>14</tpages></addata></record> |
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| source | Wiley Journals; EBSCOhost Business Source Complete |
| subjects | Attitudes Consumer attitudes Linguistics Product reviews Studies Trust |
| title | The Effects of Negatively Valenced Emotional Expressions in Online Reviews on the Reviewer, the Review, and the Product |
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