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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 796-796.

Authors

Chunyu Li, Lingnan University, Hong Kong
Yu-Jen Chen, Lingnan University, Hong Kong



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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