The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success
Consumer positivity can be an inconsistent signal of marketplace success – establishments with positive reviews often fail. To address this “positivity problem,” we suggest the examination of an alternative metric: emotionality. Using mass-scale real-world data, we demonstrate that the emotionality of consumers’ language provides a diagnostic signal of future success.
Matthew D Rocklage, Derek Rucker, and Loran F Nordgren (2018) ,"The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 264-269.
Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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