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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 801-801.


Sarah Moore, University of Alberta, Canada
Soyoung Kim, University of Alberta, Canada
Kyle Murray, University of Alberta, Canada


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.

Francesco Zanibellato, Ca' Foscari University, Venice, Italy

Read More


Digital Storytelling and Post-Trust Online Sperm Marketing

Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France

Read More


To Apologize, or Not to Apologize? That is A Question - How Should an Organization Respond to Executive Employees’ Private Life Misconduct?

Zayed Bin Islam, University of Guelph, Canada
Juan Wang, University of Guelph, Canada
Towhidul Islam, University of Guelph, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.