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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

When Negative Observations Broaden Generalization of Product Attributes to Novel Products

Rui Chen, Tarleton State University
Marcus Cunha Jr., University of Georgia, USA

Read More

Featured

How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Featured

M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

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.