IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v65y2012i7p985-992.html
   My bibliography  Save this article

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

Author

Listed:
  • Kim, Junyong
  • Gupta, Pranjal

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.

Suggested Citation

  • Kim, Junyong & Gupta, Pranjal, 2012. "Emotional expressions in online user reviews: How they influence consumers' product evaluations," Journal of Business Research, Elsevier, vol. 65(7), pages 985-992.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:7:p:985-992
    DOI: 10.1016/j.jbusres.2011.04.013
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311001305
    Download Restriction: Full text for ScienceDirect subscribers only

    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. 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.
    2. 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.
    3. 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.
    4. Adaval, Rashmi, 2001. " Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information," Journal of Consumer Research, Oxford University Press, vol. 28(1), pages 1-17, June.
    5. 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.
    6. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    7. Folkes, Valerie S, 1988. " Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, Oxford University Press, vol. 14(4), pages 548-565, March.
    8. Howard, Daniel J & Gengler, Charles, 2001. " Emotional Contagion Effects on Product Attitudes," Journal of Consumer Research, Oxford University Press, vol. 28(2), pages 189-201, September.
    9. 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, Oxford University Press, vol. 17(4), pages 454-462, March.
    10. Richins, Marsha L, 1997. " Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Oxford University Press, vol. 24(2), pages 127-146, September.
    11. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, Oxford University Press, vol. 13(4), pages 411-454, March.
    12. 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.
    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. repec:eee:joinma:v:28:y:2014:i:3:p:167-183 is not listed on IDEAS
    2. Ronald L. Hess & Lawrence Ring, 2016. "The influence of the source and valence of word-of-mouth information on post-failure and post-recovery evaluations," Service Business, Springer;Pan-Pacific Business Association, vol. 10(2), pages 319-343, June.
    3. repec:eee:joinma:v:27:y:2013:i:4:p:270-280 is not listed on IDEAS
    4. repec:eee:jouret:v:90:y:2014:i:2:p:217-232 is not listed on IDEAS
    5. 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.
    6. repec:eee:jbrese:v:81:y:2017:i:c:p:31-39 is not listed on IDEAS
    7. Chen, Jie & Teng, Lefa & Yu, Ying & Yu, Xueer, 2016. "The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence," Journal of Business Research, Elsevier, vol. 69(2), pages 467-475.

    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:jbrese:v:65:y:2012:i:7:p:985-992. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.