“Don’T Buy” Or “Do Not Buy”?: Negation Styles and Product Evaluations

Sarah Moore, University of Alberta, Canada
Soyoung Kim, University of Alberta, Canada
Kyle Murray, University of Alberta, Canada
This research investigates how the use of negations—that is, contractions (“isn’t”) versus two-word negations (“is not”)—differentially influences product evaluations in online consumer reviews. Our findings show that in the contraction condition, people evaluate the target product more positively than in the two-word negation condition.
[ to cite ]:
Sarah Moore, Soyoung Kim, and Kyle Murray (2014) ,"“Don’T Buy” Or “Do Not Buy”?: Negation Styles and Product Evaluations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 801-801.