IDEAS home Printed from https://ideas.repec.org/a/eee/anture/v73y2018icp171-179.html
   My bibliography  Save this article

How handwriting reduces negative online ratings

Author

Listed:
  • Tassiello, Vito
  • Viglia, Giampaolo
  • Mattila, Anna S.

Abstract

This research investigates whether handwriting during the tourism experience reduces subsequent negative and extreme online rating scores. We portray that handwriting, due to a more deeply rooted elaboration of information, activates emotional empathy. Study 1, a field experiment in the hospitality context, suggests that handwriting reduces the extremeness of subsequent online rating scores. Study 2 compares handwritten vs. typed comments and complements the initial findings by clarifying the mediating role of emotional empathy on this relationship. We discuss the boundary conditions for the effect and offer practical implications on how to nudge tourists to reduce negative online rating scores. Hotel operators should use their enhanced emotional bonding with tourists when competing with peer-to-peer operators.

Suggested Citation

  • Tassiello, Vito & Viglia, Giampaolo & Mattila, Anna S., 2018. "How handwriting reduces negative online ratings," Annals of Tourism Research, Elsevier, vol. 73(C), pages 171-179.
    • Handle: RePEc:eee:anture:v:73:y:2018:i:c:p:171-179
    DOI: 10.1016/j.annals.2018.05.007
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160738318300495
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.annals.2018.05.007?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
    2. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
    3. Kim, Sangkyun, 2012. "Audience involvement and film tourism experiences: Emotional places, emotional experiences," Tourism Management, Elsevier, vol. 33(2), pages 387-396.
    4. Keri L. Kettle & Gerald Häubl, 2011. "The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 474-489.
    5. Nikolay Archak & Anindya Ghose & Panagiotis G. Ipeirotis, 2011. "Deriving the Pricing Power of Product Features by Mining Consumer Reviews," Management Science, INFORMS, vol. 57(8), pages 1485-1509, August.
    6. Park, Sangwon & Nicolau, Juan L., 2017. "Effects of general and particular online hotel ratings," Annals of Tourism Research, Elsevier, vol. 62(C), pages 114-116.
    7. Tucker, Hazel, 2016. "Empathy and tourism: Limits and possibilities," Annals of Tourism Research, Elsevier, vol. 57(C), pages 31-43.
    8. Lee, Jung Eun & Watkins, Brandi, 2016. "YouTube vloggers' influence on consumer luxury brand perceptions and intentions," Journal of Business Research, Elsevier, vol. 69(12), pages 5753-5760.
    9. Wendy W. Moe & David A. Schweidel, 2012. "Online Product Opinions: Incidence, Evaluation, and Evolution," Marketing Science, INFORMS, vol. 31(3), pages 372-386, May.
    10. Duncan J. Watts, 2007. "A twenty-first century science," Nature, Nature, vol. 445(7127), pages 489-489, February.
    11. Holbrook, Morris B, 1999. "Popular Appeal versus Expert Judgments of Motion Pictures," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(2), pages 144-155, September.
    12. Font, Xavier & Garay, Lluis & Jones, Steve, 2016. "A Social Cognitive Theory of sustainability empathy," Annals of Tourism Research, Elsevier, vol. 58(C), pages 65-80.
    13. Gremler, Dwayne D. & Gwinner, Kevin P., 2008. "Rapport-Building Behaviors Used by Retail Employees," Journal of Retailing, Elsevier, vol. 84(3), pages 308-324.
    14. Park, Sangwon & Nicolau, Juan L., 2015. "Asymmetric effects of online consumer reviews," Annals of Tourism Research, Elsevier, vol. 50(C), pages 67-83.
    15. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Viglia, Giampaolo & Dolnicar, Sara, 2020. "A review of experiments in tourism and hospitality," Annals of Tourism Research, Elsevier, vol. 80(C).
    2. Liu, Stephanie Q. & Choi, Sungwoo & Mattila, Anna S., 2019. "Love is in the menu: Leveraging healthy restaurant brands with handwritten typeface," Journal of Business Research, Elsevier, vol. 98(C), pages 289-298.
    3. Fang, Shujie & Zhang, Chun & Li, Yaoqi, 2020. "Physical attractiveness of service employees and customer engagement in tourism industry," Annals of Tourism Research, Elsevier, vol. 80(C).
    4. Bresciani, Stefano & Ferraris, Alberto & Santoro, Gabriele & Premazzi, Katia & Quaglia, Roberto & Yahiaoui, Dorra & Viglia, Giampaolo, 2021. "The seven lives of Airbnb. The role of accommodation types," Annals of Tourism Research, Elsevier, vol. 88(C).
    5. Pera, Rebecca & Viglia, Giampaolo & Grazzini, Laura & Dalli, Daniele, 2019. "When empathy prevents negative reviewing behavior," Annals of Tourism Research, Elsevier, vol. 75(C), pages 265-278.
    6. Yu, Xi & Huang, Huiling & Liu, Stephanie Q. & Lu, Zhi, 2020. "Signaling authenticity of ethnic cuisines via handwriting," Annals of Tourism Research, Elsevier, vol. 85(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Agnieszka Zablocki & Bodo Schlegelmilch & Michael J. Houston, 2019. "How valence, volume and variance of online reviews influence brand attitudes," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 61-77, June.
    2. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    3. Young Joon Park & Jaewoo Joo & Charin Polpanumas & Yeujun Yoon, 2021. "“Worse Than What I Read?” The External Effect of Review Ratings on the Online Review Generation Process: An Empirical Analysis of Multiple Product Categories Using Amazon.com Review Data," Sustainability, MDPI, vol. 13(19), pages 1-22, September.
    4. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    5. Minnema, Alec & Bijmolt, Tammo H.A. & Gensler, Sonja & Wiesel, Thorsten, 2016. "To Keep or Not to Keep: Effects of Online Customer Reviews on Product Returns," Journal of Retailing, Elsevier, vol. 92(3), pages 253-267.
    6. Pei-Yu Chen & Yili Hong & Ying Liu, 2018. "The Value of Multidimensional Rating Systems: Evidence from a Natural Experiment and Randomized Experiments," Management Science, INFORMS, vol. 64(10), pages 4629-4647, October.
    7. Dominik Gutt & Jürgen Neumann & Steffen Zimmermann & Dennis Kundisch & Jianqing Chen, 2018. "Design of Review Systems - A Strategic Instrument to shape Online Review Behavior and Economic Outcomes," Working Papers Dissertations 42, Paderborn University, Faculty of Business Administration and Economics.
    8. Weijia (Daisy) Dai & Ginger Jin & Jungmin Lee & Michael Luca, 2018. "Aggregation of consumer ratings: an application to Yelp.com," Quantitative Marketing and Economics (QME), Springer, vol. 16(3), pages 289-339, September.
    9. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    10. Mencarelli, Rémi & Lombart, Cindy, 2017. "Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 12-21.
    11. Adongo, Charles A. & Taale, Francis & Adam, Issahaku, 2018. "Tourists' values and empathic attitude toward sustainable development in tourism," Ecological Economics, Elsevier, vol. 150(C), pages 251-263.
    12. Roelen-Blasberg, Tobias & Habel, Johannes & Klarmann, Martin, 2023. "Automated inference of product attributes and their importance from user-generated content: Can we replace traditional market research?," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 164-188.
    13. Azer, Jaylan & Ranaweera, Chatura, 2022. "Former customers’ E-WOM in social media platforms: An investigation of motives, network size and social ties," Journal of Business Research, Elsevier, vol. 146(C), pages 118-133.
    14. Christof Naumzik & Stefan Feuerriegel & Markus Weinmann, 2022. "I Will Survive: Predicting Business Failures from Customer Ratings," Marketing Science, INFORMS, vol. 41(1), pages 188-207, January.
    15. Yi-Fen Chen & Shi-Han Chang, 2016. "The online framing effect: the moderating role of warning, brand familiarity, and product type," Electronic Commerce Research, Springer, vol. 16(3), pages 355-374, September.
    16. Daniel Kaimann, 2020. "Behind the Review Curtain: Decomposition of Online Consumer Ratings in Peer-to-Peer Markets," Sustainability, MDPI, vol. 12(15), pages 1-17, July.
    17. Christoph Schneider & Markus Weinmann & Peter N.C. Mohr & Jan vom Brocke, 2021. "When the Stars Shine Too Bright: The Influence of Multidimensional Ratings on Online Consumer Ratings," Management Science, INFORMS, vol. 67(6), pages 3871-3898, June.
    18. Pera, Rebecca & Viglia, Giampaolo & Grazzini, Laura & Dalli, Daniele, 2019. "When empathy prevents negative reviewing behavior," Annals of Tourism Research, Elsevier, vol. 75(C), pages 265-278.
    19. Zajadacz Alina & Minkwitz Aleksandra, 2020. "Using Social Media Data to Plan for Tourism," Quaestiones Geographicae, Sciendo, vol. 39(3), pages 125-138, September.
    20. Zhu, Yongmin & Liu, Miaomiao & Zeng, Xiaohua & Huang, Pei, 2020. "The effects of prior reviews on perceived review helpfulness: A configuration perspective," Journal of Business Research, Elsevier, vol. 110(C), pages 484-494.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:anture:v:73:y:2018:i:c:p:171-179. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/annals-of-tourism-research/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.