“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
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