Anger in Consumer Reviews: Unhelpful but Persuasive?

Dezhi Yin, Samuel D. Bond, Han Zhang
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引用次数: 26

Abstract

A common assumption in prior research and practice is that more helpful online reviews will exert a greater impact on consumer attitudes and purchase decisions. We suggest that this assumption may not hold for reviews expressing anger. Building on the theory of emotions as social information (EASI), we propose that although expressions of anger in a negative review tend to decrease reader perceptions of review helpfulness, the same expressions tend to increase the negative influence of the review on reader attitudes and decisions. Results from a series of laboratory experiments provide support for our claims. Our findings challenge the widely accepted assumption that more “helpful” reviews are ultimately more persuasive and extend the current understanding of the interpersonal effects of emotion in online communication. Our findings also suggest implications for review platforms, retailers, marketers, and manufacturers faced with the task of managing consumer reviews.
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消费者评论中的愤怒:无用但有说服力?
在之前的研究和实践中,一个普遍的假设是,更有帮助的在线评论将对消费者的态度和购买决策产生更大的影响。我们认为这种假设可能不适用于表达愤怒的评论。基于情绪作为社会信息理论(EASI),我们提出,尽管在负面评论中表达愤怒倾向于降低读者对评论有益性的感知,但同样的表达倾向于增加评论对读者态度和决策的负面影响。一系列实验室实验的结果为我们的说法提供了支持。我们的研究结果挑战了人们普遍接受的假设,即更多“有益的”评论最终更有说服力,并扩展了目前对在线交流中情感人际效应的理解。我们的研究结果也为评论平台、零售商、营销人员和面临管理消费者评论任务的制造商提供了启示。
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