The Enhancing Versus Backfiring Effects of Positive Emotion in Consumer Reviews

2020 ◽  
Vol 57 (2) ◽  
pp. 332-352 ◽  
Author(s):  
Matthew D. Rocklage ◽  
Russell H. Fazio
Keyword(s):  
Positive Emotion ◽  
Expressed Emotion ◽  
Positive Impact ◽  
Systematic Investigation ◽  
Front Page ◽  
Purchasing Decisions ◽  
Controlled Experiments ◽  
Consumer Reviews ◽  
Hedonic Products ◽  
Violated Expectations

Researchers, marketers, and consumers often believe that amplifying emotional content is impactful for the spread of information and purchasing decisions. However, there is little systematic investigation of when emotionality backfires. This research demonstrates when and why positive emotion can have enhancing versus backfiring effects. The authors find that reviewers who express greater positive emotion are indeed more positive toward their products, regardless of product type. In addition, expressed emotion for hedonic products has a positive impact when read by others, but this emotion backfires for utilitarian products, leading others to be less positive. The authors construct a conceptual model of these effects and show that violated expectations leading to decreased trust underlie this divergence between reviewers and readers. The effects occur in well-controlled experiments as well as computational linguistic analysis of 100,000 Amazon reviews across 500 products. Indeed, emotional reviews of utilitarian products are less likely to become popular and be displayed on the product’s front page on Amazon. This work also introduces a novel tool for quantifying natural language in marketing: the Evaluative Lexicon.

scholarly journals Introducing an Online Consumer-Based Review Platform for Restaurant Hygiene

2019 ◽  
Vol 11 (2) ◽  
pp. 118
Author(s):  
Wessam Atif ◽  
Mohamed Farid ◽  
Kota Kodama
Keyword(s):  
Positive Impact ◽  
Restaurant Industry ◽  
World Health ◽  
Future Research ◽  
Food Hygiene ◽  
Consumer Reviews ◽  
Online Consumer ◽  
Health Organization ◽  
Hygiene Education ◽  
Hygiene Violations

The World Health Organization states that everyone should play a role in contributing to food hygiene. In this article, we introduce the first online consumer-based platform for restaurant hygiene reviews, a platform that may provide a transparent channel for consumers to play their role in food hygiene. While public purchase decisions may be significantly affected by online consumer reviews, currently there are no dedicated websites for consumers to add restaurant hygiene reviews (RHRs), which is an expression coined in this article. The new platform helps consumers post food hygiene reviews by answering a series of questions while visiting any restaurant, and it also gives them an option to report food hygiene violations to the authorities. This website may help future research if the data collected is analyzed to understand trends in food hygiene violations noticed by the public; we also plan to have annual awards for the best restaurant in food hygiene based on consumer reviews. The questionnaire provided will also contribute to consumer food hygiene education. This platform is expected to bring food hygiene into the context of daily life and add to pressure on the restaurant industry to follow food hygiene requirements, thereby leading to a positive impact on environmental health.

scholarly journals KEPUTUSAN PEMBELIAN KONSUMEN DITINJAU DARI BRAND IMAGE, LIFE STYLE DAN MEDIA SOSIAL PADA VESPA METIC DI SURAKARTA

2021 ◽  
Vol 5 (1) ◽  
pp. 96
Author(s):  
Enggar Arifina ◽  
Sudarwati Sudarwati ◽  
Ratna Damayanti
Keyword(s):  
Social Media ◽  
Life Style ◽  
Brand Image ◽  
Positive Impact ◽  
Purchasing Decisions ◽  
Descriptive Research ◽  
Quantitative Descriptive

The consumer's decision to buy a product starts from the awareness of fulfilling their needs, so in this study it is carried out because of the influence of the influence of brand image, lifestyle and social media on purchasing decisions at Vespa Metic in Surakarta, Vespa Metic users in Surakarta are the population in this study. Quantitative descriptive research, the sample obtained a number of 100 Vespa users, data obtained through questionnaires that have been distributed. Obtained from the analysis of the discussion, brand image, lifestyle and social media have a simultaneous and significant positive impact on purchasing decisions for Vespa Metic in Surakarta. Keywords: brand image, lifestyle and social media, purchasing decisions.

Focus Within or On Others: The Impact of Reviewers' Attentional Focus on Review Helpfulness

2021 ◽  
Author(s):  
Zhanfei Lei ◽  
Dezhi Yin ◽  
Han Zhang
Keyword(s):  
Boundary Condition ◽  
Theoretical Model ◽  
Positive Impact ◽  
Online Reviews ◽  
Attentional Focus ◽  
Controlled Experiments ◽  
Review Helpfulness ◽  
Context Specific ◽  
The Impact ◽  
Consistent Support

When reviewers write online reviews, they differ in the focus of their attention: some focus on their own experiences, whereas some direct their attention to others—prospective consumers who may read the reviews in the future. This paper explores how, why, and when reviewers’ attentional focus can influence the helpfulness evaluation of reviews beyond the impact of substantive review content. Drawing on the attentional focus and persuasion literatures, we develop a theoretical model proposing that reviewers’ attentional focus may influence consumers’ perception of review helpfulness through opposing processes, and that its overall effect is contingent on the review’s two-sidedness. Results of one archival analysis and five controlled experiments provide consistent support for our hypotheses. This work challenges the predominant view of the positive impact of other-focus (vs. self-focus), explores the interpersonal impact of a reviewer’s attentional focus on prospective consumers who are total strangers, and reveals an important, context-specific boundary condition.

The Multidimensional Business Value of Information Systems Interoperability

2015 ◽  
pp. 137-155
Author(s):  
Euripidis Loukis ◽  
Yannis Charalabidis ◽  
Vasiliki Diamantopoulou
Keyword(s):  
Empirical Study ◽  
Business Processes ◽  
Positive Impact ◽  
Systematic Investigation ◽  
Business Value ◽  
Empirical Literature ◽  
Performance Dimensions ◽  
Ict Infrastructure ◽  
Theoretical Foundations ◽  
Positive Impacts

The creation of complete scientific foundations in the IS interoperability domain necessitates not only the development of mature and widely applicable interoperability architectures, methods, and standards, but also the systematic investigation of the business value they generate. This chapter initially analyses the theoretical foundations of the multi-dimensional business value of IS interoperability and then reviews the quite limited empirical literature on it. Next, it presents an empirical study of the business value generated by the adoption of three main types of IS interoperability standards: industry-specific, proprietary, and XML-horizontal ones. It is based on a large dataset from 14065 European firms (from 25 countries and 10 sectors) collected through the e-Business Watch Survey of the European Commission. It is concluded that all three types of IS interoperability standards increase considerably the positive impact of firm's ICT infrastructure on two important performance dimensions: business processes performance and innovation. However, the effects of these three types of standards differ significantly: the adoption of industry-specific IS interoperability standards has the highest positive impacts, while proprietary and XML-horizontal ones have similar lower impacts. Furthermore, it is concluded that the industry-specific and the proprietary interoperability standards also have positive impacts even at the level of firm's financial performance.

Impact of Online Reviews on Purchasing Decisions

2016 ◽  
pp. 278-291
Author(s):  
Dhiraj Jain ◽  
Lovish Bhansali ◽  
K. Sanal Nair
Keyword(s):  
Online Reviews ◽  
Purchasing Decisions ◽  
Electronic Products ◽  
Consumer Reviews ◽  
Online Consumer Reviews ◽  
Online Sales ◽  
Purchasing Behaviour ◽  
The Impact ◽  
Informed Consumer ◽  
The Relationship

Internet has enabled today's consumer to transform himself from passive to an active and an informed consumer who can share his experiences, opinions about product or services with an infinite number of consumers around the globe. These reviews or opinions are further used by potential buyers of that particular product or service via electronic Word of Mouth (e-WOM). The study on the impact of e-WOM on online sales has gradually emerged but a number of questions still remain unanswered. The aim of this study is to assess the impact of one type of e-WOM i.e., the online consumer reviews, on purchasing decisions of electronic products. This empirical study also focuses on the relationship between reviews and purchasing behaviour. An instrument was prepared to measure the proposed constructs, with questionnaire items taken from prior studies but adapted to fit the context of e-commerce. The survey was applied to academicians in India through internet. The results show that consumer reviews have a causal impact on consumer purchasing behaviour and they have an effect on choosing the products by consumer. Finally, the results and their implications are discussed.

scholarly journals Influence of consumer reviews on online purchasing decisions in older and younger adults

2018 ◽  
Vol 113 ◽  
pp. 1-10 ◽  
Author(s):  
Bettina von Helversen ◽  
Katarzyna Abramczuk ◽  
Wiesław Kopeć ◽  
Radoslaw Nielek
Keyword(s):  
Purchasing Decisions ◽  
Younger Adults ◽  
Consumer Reviews

scholarly journals ANALYSIS OF THE INFLUENCE OF PRODUCT, PRICE, DISTRIBUTION, AND PROMOTION ON CONSUMER PURCHASE DECISIONS USING GO FOOD APPLICATION DURING THE COVID PANDEMIC 2021

2021 ◽  
Vol 2 (5) ◽  
pp. 795-807
Author(s):  
Joelianti Dwi Supraptiningsih
Keyword(s):  
Positive Impact ◽  
Primary Data ◽  
Coefficient Of Determination ◽  
Purchasing Decisions ◽  
Product Price ◽  
Significance Level ◽  
Independent Variables ◽  
Section Data ◽  
Price Distribution ◽  
Analysis Technique

This study at to analyze the effect of product, price, place, and promotion on consumer purchasing decisions uses the Go Food application during the covid pandemic 2021 The research methodology used quantitative method with cross section data and primary data obtained from questionnaires. Mechanical sampling uses purposive sampling method. The data analysis technique used is multiple linear regression to test the validity, reliability test, normality test, classic assumption test (multicollinearity test, heteroscedasticity test) and hypothesis testing t-statistics and f-statistics to examine the effect together with a significance level of 5%. The results of this study showed that in partial variables of Product, Price, Place, and Promotion have a positive impact and significant impact on consumer purchasing decisions using the Go Food application. Meanwhile, independent variables of Product, Price, Place, and Promotion simultaneously have a significant relationship to the dependent variables, on consumer purchasing decisions using the Go Food application. Coefficient of determination from this study shows 83.01%. It shows that the variation of the independent variables are Product, Price, Place, and Promotion is able to explain the rise and fall of the dependent variable variation on consumer purchasing decisions using the Go Food application is 83.01%, while the remaining of 16.99% is affected by other independent variables.

scholarly journals Measuring the Impact of Extrinsic Cues on Consumers’ Purchasing Decision for Food Products

2017 ◽  
Vol 62 (3) ◽  
pp. 33-46 ◽  
Author(s):  
Besnik Fetai ◽  
Nora Sadiku-Dushi ◽  
Raman Ismaili
Keyword(s):  
Positive Impact ◽  
Country Of Origin ◽  
Food Products ◽  
Product Evaluation ◽  
Domestic Product ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Extrinsic Cues ◽  
The Impact ◽  
Extrinsic Product Cues

AbstractThe extrinsic product cues are becoming a very important aspect in product evaluation by consumers. Because of their importance many authors are exploring which extrinsic cues are considered more significant when evaluating the different kind of products. Therefore, the aim of this research is to investigate the impact of most researched extrinsic cues such as the country of origin (COO), brand, and price on a purchasing decision for food products among consumers in Kosova. To explore the domestic country bias, the impact of the additional cue labeled as “domestic product” is studied. Based on a quantitative survey, the main findings of this study revealed that the brand, the price, the country of origin, and domestic branded products have positive impact on a consumer’s purchasing decision, since consumers rely on those extrinsic cues when making their purchasing decisions. When multiple cues are presented, the country of origin is considered as the most important cue, while the “domestic product” is least important to Kosovar consumers. The findings of this study are useful to food producers and marketers of food products, since it can provide them with useful information on what consumers consider most important when purchasing food products.

scholarly journals A STUDY OF CUSTOMER PREFERENCE, CUSTOMER PERCEIVED VALUE, SALES PROMOTION, AND SOCIAL MEDIA MARKETING TOWARDS PURCHASE DECISION OF SLEEPING PRODUCT IN GENERATION Z

2021 ◽  
Vol 3 (9) ◽  
pp. 265-276
Author(s):  
Hedwika Avila Diva Putri Kuncoro ◽  
Nurrani Kusumawati
Keyword(s):  
Social Media ◽  
Sleep Disturbances ◽  
Quantitative Methods ◽  
Consumer Preferences ◽  
Positive Impact ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Primary Data ◽  
Purchase Decision ◽  
Purchasing Decisions

Sleep is a major factor for human physical and mental health and abnormality in a person's sleep, this can cause sleep disturbances. The emergence of sleep disturbances makes sufferers try various sleep aids that might help sufferers to rest well. In Indonesia, many sleeping products have been created and sold in the market. The large variety of sleeping products with various functions and ways of use is a determining factor in adolescence buying sleeping products. They have several considerations before buying the sleeping products they need and want and it is because nowadays, customers have a lot of choices and considerations when they are choosing products and services. Therefore, it is necessary to understand consumer preferences because they play an important role in making purchasing decisions and in improving the marketing strategy to be implemented. For this research, researchers want to identify the important factors that influence the customers’ purchase decision towards sleeping products and find out the product attributes which become preferred by customers. The researcher uses quantitative methods by using questionnaires as primary data and a variety of literature as secondary data. This research uses non-probability sampling and requires a minimum of 200 respondents with criteria aged 17-26 years old and living in Jabodetabek and Bandung. Using Multiple Linear Regression methods, this research aims to identify the relationship between one dependent variable from five independent variables and answer the hypothesis. The overall evidence showed that product, social, personal value dimensions, sales promotion, and social media marketing have a significant positive impact on purchase decisions. Therefore, researchers suggest marketers in the sleeping product industry convey product advantages and personal values, use influencers to promote products or make price discounts and use social media to attract customers because these points influence purchasing decisions.

Loving a Brand

2012 ◽  
Vol 1 (3) ◽  
pp. 28-38
Author(s):  
Abhigyan Sarkar
Keyword(s):  
Positive Impact ◽  
Product Category ◽  
Brand Love ◽  
Individual Consumer ◽  
Hedonic Products ◽  
Hedonic Shopping

Researchers postulate that an individual consumer can fall in love with a brand. They also suggest that the nature of this brand love is conceptually analogous to interpersonal love. This article analyzes how the brand love concept can be derived from interpersonal love. Brand love is related to hedonic shopping motive, rather than utilitarian shopping motive and dominant in case of few hedonic products. However, marketers can develop a lovable brand in a utilitarian product category also by carrying out emotional advertisements. This article empirically shows that perceived product category hedonism has significant positive impact on brand love, where, perceived product utilitarianism has no significant impact on brand love.

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