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Marketing Letters
Published in: Marketing Letters 2/2018

22-05-2018

How reviewers’ use of profanity affects perceived usefulness of online reviews

Authors: Michael Hair, Timucin Ozcan

Published in: Marketing Letters | Issue 2/2018

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Abstract

This research explores the effects of profanity on perceptions of online reviews’ usefulness. Based on the prior research that described asymmetric attribution effects, we predict that when consumers see profanity in an online review, their reactions differ depending on the valence of the review. Specifically, when profanity is used in a negative review, it should reduce review usefulness because of decreased perceived reviewer objectivity. Among positive reviews, profanity increases review usefulness through greater perceived reviewer credibility. Through analysis of Yelp data, we show that the effect of profanity on usefulness depends on review valence. Experimentally, we demonstrate the opposing mediating effects of perceived objectivity and credibility on the usefulness of the review.
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Metadata
Title
How reviewers’ use of profanity affects perceived usefulness of online reviews
Authors
Michael Hair
Timucin Ozcan
Publication date
22-05-2018
Publisher
Springer US
Published in
Marketing Letters / Issue 2/2018
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-018-9459-4

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