The Effect of Handwritten Typefaces on Consumer Evaluation

Handwritten typefaces strengthen the impact of online reviews. Across three studies, the current research found that handwritten typefaces led higher evaluation on the perceived sincerity of reviewers, thus benefitted positively reviewed products. This effect diminished when the reviews were negative or consumers had greater domain knowledge.


Chunqu Xiao, Xin Wang, Hejin Fang, Haoyuan Wang, and Hong Zhu (2020) ,"The Effect of Handwritten Typefaces on Consumer Evaluation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1237-1237.


Chunqu Xiao, Nanjing University, China
Xin Wang, Nanjing University, China
Hejin Fang, Nanjing University
Haoyuan Wang, New York Statement University at buffalo
Hong Zhu, Nanjing University, China


NA - Advances in Consumer Research Volume 48 | 2020

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