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

Soyoung Kim, University of Alberta, Canada
Sarah Moore, University of Alberta, Canada
Kyle Murray, University of Alberta, Canada
We investigate how negation style—that is, contracted (“isn’t”) versus full negations (“is not”)—in online reviews influences product evaluations. When reviews contain contracted negations, consumers evaluate the target product more positively than when reviews contain full negations. This effect is driven by consumers’ perceptions of reviewers’ warmth and knowledge.
[ to cite ]:
Soyoung Kim, Sarah Moore, and Kyle Murray (2015) ,"“Don’T Buy” Or “Do Not Buy”? Negation Style and Product Evaluations", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 100-104.