Does Review Structure Matter? How Narrative Or Pros-Cons Review Influences Review Content

Chunyu Li, Lingnan University, Hong Kong
Yu-Jen Chen, Lingnan University, Hong Kong
We examine how different product reviewing processes may influence the review content. We suggest that a narrative review process is more likely to induce polarized valence content than a pros-cons review process. We suggest that this is because of the activation of self-enhancement goal under a narrative review process.
[ to cite ]:
Chunyu Li and Yu-Jen Chen (2015) ,"Does Review Structure Matter? How Narrative Or Pros-Cons Review Influences Review Content", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 796-796.