The Enhancing vs. Backfiring Effects of Emotionality in Consumer Reviews

• In Event: 6.4 The Emotional Consumer: Insights From Big Data

Short Abstract

Marketers and consumers often believe that more emotional content is more impactful on purchasing decisions. We find that reviewers who express greater positive emotion are indeed more positive toward their products, but this emotion backfires when expressed to others for utilitarian products. Consequently, such reviews are less likely to spread.

Authors

• Matthew D Rocklage, University of Massachusetts, USA

• Russell H. Fazio, Ohio State University, USA