“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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning

Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Featured

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, 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.