The Enhancing Vs. Backfiring Effects of Emotionality in Consumer Reviews

Marketers and consumers often believe that more emotional content is more impactful on purchasing decisions. We find that reviewers who express greater positive emotion are indeed more positive toward their products, but this emotion backfires when expressed to others for utilitarian products. Consequently, such reviews are less likely to spread.


Matthew D Rocklage and Russell H. Fazio (2019) ,"The Enhancing Vs. Backfiring Effects of Emotionality in Consumer Reviews", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 19-23.


Matthew D Rocklage, University of Massachusetts, USA
Russell H. Fazio, Ohio State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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