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Emotional expressions in online user reviews: How they influence consumers' product evaluations

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  • Kim, Junyong
  • Gupta, Pranjal
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    Abstract

    This article investigates an understudied aspect of online word-of-mouth (eWOM) — the effects of emotional expressions in eWOM. Two experiments investigate how consumers interpret emotional expressions in online user reviews and the subsequent impact on their product evaluations. The findings reveal that negative emotional expressions in a single negative review tend to decrease the reviews' informative value and make consumers' product evaluations less negative because consumers attribute the negative emotions to the reviewer's irrational dispositions. However, positive emotional expressions in a single positive review do not influence consumers' product evaluations significantly even though consumers attribute the positive emotions to the product. Next, when multiple convergent emotional expressions are present in multiple user reviews, both positive and negative emotional expressions increase informative value of the reviews and polarize consumers' product evaluations in the respective direction.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 7 ()
    Pages: 985-992

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:7:p:985-992

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Word-of-mouth; Emotions; Product evaluation; Emotional expressions; Electronic word-of-mouth; Online emotions; Emotional word-of-mouth;

    References

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    1. Park, Cheol & Lee, Thae Min, 2009. "Information direction, website reputation and eWOM effect: A moderating role of product type," Journal of Business Research, Elsevier, vol. 62(1), pages 61-67, January.
    2. Adaval, Rashmi, 2001. " Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 1-17, June.
    3. Folkes, Valerie S, 1988. " Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, University of Chicago Press, vol. 14(4), pages 548-65, March.
    4. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    5. Laros, Fleur J.M. & Steenkamp, Jan-Benedict E.M., 2005. "Emotions in consumer behavior: a hierarchical approach," Journal of Business Research, Elsevier, vol. 58(10), pages 1437-1445, October.
    6. 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.
    7. Howard, Daniel J & Gengler, Charles, 2001. " Emotional Contagion Effects on Product Attitudes," Journal of Consumer Research, University of Chicago Press, vol. 28(2), pages 189-201, September.
    8. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. " Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 454-62, March.
    9. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
    10. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    11. Fong, John & Burton, Suzan, 2008. "A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects," Journal of Business Research, Elsevier, vol. 61(3), pages 233-242, March.
    12. Richins, Marsha L, 1997. " Measuring Emotions in the Consumption Experience," Journal of Consumer Research, University of Chicago Press, vol. 24(2), pages 127-46, September.
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    Cited by:
    1. Van Vaerenbergh, Yves & Holmqvist, Jonas, 2014. "Examining the relationship between language divergence and word-of-mouth intentions," Journal of Business Research, Elsevier, vol. 67(8), pages 1601-1608.

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