Do You E-Care? Analyzing the Impact of Conversational Agreement in Online Customer Service

To assess online consumers’ service evaluations, many firms use automated sentiment analysis, yet this method does not capture dialogues dynamics between consumers and employees. Drawing on relational communication and text mining, we assess the non-linear effect of the dialogue agreement, content positivity, feedback type, and their interaction, on conversational sentiment.


Francisco Ordenes and Dhruv Grewal (2017) ,"Do You E-Care? Analyzing the Impact of Conversational Agreement in Online Customer Service", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 47-51.


Francisco Ordenes, University of Massachusetts - Amherst, USA
Dhruv Grewal, Babson College, USA


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA

Read More


Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


Financial Education and Confidence in Financial Knowledge

Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island

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.