{"title":"When and why Language Assertiveness Affects Online Review Persuasion","authors":"Huiling Huang, Stephanie Q. Liu, Zhi Lu","doi":"10.1177/10963480221074280","DOIUrl":null,"url":null,"abstract":"Recent research suggests that not only what is said (i.e., opinions) but also how it is said (i.e., language styles) can affect persuasion. Extending this stream of work, the current research aims to understand how language assertiveness affects online review persuasion. Study 1 explores consumers’ general perceptions of assertive versus nonassertive language and opinions about their relative persuasiveness in online reviews. Study 2 utilizes an experimental design to examine the congruency effects between language assertiveness and temporal distance on consumer responses. We find that online reviews containing assertive (vs. nonassertive) language engender higher perceived review helpfulness and more favorable attitudes toward the reviewed business for consumers whose travel time is in the distant future, whereas nonassertive (vs. assertive) language is more effective for consumers whose travel time is in the near future. Furthermore, mediation analysis results suggest that psychological comfort is the underlying mechanism explaining such effects.","PeriodicalId":51409,"journal":{"name":"Journal of Hospitality & Tourism Research","volume":"47 1","pages":"988 - 1016"},"PeriodicalIF":4.4000,"publicationDate":"2022-02-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"6","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality & Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/10963480221074280","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 6
Abstract
Recent research suggests that not only what is said (i.e., opinions) but also how it is said (i.e., language styles) can affect persuasion. Extending this stream of work, the current research aims to understand how language assertiveness affects online review persuasion. Study 1 explores consumers’ general perceptions of assertive versus nonassertive language and opinions about their relative persuasiveness in online reviews. Study 2 utilizes an experimental design to examine the congruency effects between language assertiveness and temporal distance on consumer responses. We find that online reviews containing assertive (vs. nonassertive) language engender higher perceived review helpfulness and more favorable attitudes toward the reviewed business for consumers whose travel time is in the distant future, whereas nonassertive (vs. assertive) language is more effective for consumers whose travel time is in the near future. Furthermore, mediation analysis results suggest that psychological comfort is the underlying mechanism explaining such effects.
期刊介绍：
The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.
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