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

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 100-104.


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


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More


H9. Market Emergence: the Alignment Process of Entrepreneurs’ Socio Cognition and Consumers’ Perception of the Market

Hao Wang, University of South Florida, USA

Read More


Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

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.