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Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 6/2018

19.05.2018 | Original Empirical Research

The emotional review–reward effect: how do reviews increase impulsivity?

verfasst von: Scott Motyka, Dhruv Grewal, Elizabeth Aguirre, Dominik Mahr, Ko de Ruyter, Martin Wetzels

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 6/2018

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Abstract

A growing reliance on customer reviews prompts firms to develop strategies to encourage customers to post online reviews of their products. However, little research investigates the behavioral consequences of writing a review. The act of sharing personal opinions through reviews is a rewarding experience and makes customers feel socially connected. With an application of reverse alliesthesia theory, the current study predicts that such rewarding experiences drive online reviewers to seek other rewards, such as impulsive buying. Three lab-based and two field studies demonstrate such an emotional review–reward effect: sharing emotional information in the public realm of customer reviews, rather than forming similar opinions privately, drives participants to make more impulsive buying decisions.
Vorheriger Artikel Institutions and opportunism in buyer–supplier exchanges: the moderated mediating effects of contractual and relational governance
Nächster Artikel How can firms stop customer revenge? The effects of direct and indirect revenge on post-complaint responses

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Fußnoten
1
The audience and review type manipulation were: We would like you to write down your objective [personal] assessment of the short video biography on the space below. Comment about the quality of the sound, the editing, the length, and the content. As you write, do not let your personal feelings or opinions influence your factual assessment of the video. [Comment about how the film made you feel and what thoughts went through your head as you watched the clip. As you write, let your personal feelings and opinions guide your personal assessment of the video.] This will help you reflect on your experience, which is required for the next task. No one, not even the experimenters, will see what you have written. [Your review of the video will be shared with members of the film academy at our university. This will help them understand the importance of composition on various types films.] Please spend at least 3 min to write the assessment. After this time, you will be able to proceed to the next page.
 
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Metadaten
Titel
The emotional review–reward effect: how do reviews increase impulsivity?
verfasst von
Scott Motyka
Dhruv Grewal
Elizabeth Aguirre
Dominik Mahr
Ko de Ruyter
Martin Wetzels
Publikationsdatum
19.05.2018
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 6/2018
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-018-0585-6

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