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.
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.
Chunyu Li, Lingnan University, Hong Kong
Yu-Jen Chen, Lingnan University, Hong Kong
NA - Advances in Consumer Research Volume 43 | 2015
Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA
How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection
Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA
How Mortality Salience Shapes Consumers’ Responses to Brands
Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University