TY - JOUR
T1 - The emotional review–reward effect
T2 - how do reviews increase impulsivity?
AU - Motyka, Scott
AU - Grewal, Dhruv
AU - Aguirre, Elizabeth
AU - Mahr, Dominik
AU - de Ruyter, Ko
AU - Wetzels, Martin
N1 - Publisher Copyright:
© 2018, Academy of Marketing Science.
PY - 2018
Y1 - 2018
N2 - A growing reliance on customer reviews prompts firms to develop strategies to encourage customers to post online reviews of their products. However, little research investigates the behavioral consequences of writing a review. The act of sharing personal opinions through reviews is a rewarding experience and makes customers feel socially connected. With an application of reverse alliesthesia theory, the current study predicts that such rewarding experiences drive online reviewers to seek other rewards, such as impulsive buying. Three lab-based and two field studies demonstrate such an emotional review–reward effect: sharing emotional information in the public realm of customer reviews, rather than forming similar opinions privately, drives participants to make more impulsive buying decisions.
AB - A growing reliance on customer reviews prompts firms to develop strategies to encourage customers to post online reviews of their products. However, little research investigates the behavioral consequences of writing a review. The act of sharing personal opinions through reviews is a rewarding experience and makes customers feel socially connected. With an application of reverse alliesthesia theory, the current study predicts that such rewarding experiences drive online reviewers to seek other rewards, such as impulsive buying. Three lab-based and two field studies demonstrate such an emotional review–reward effect: sharing emotional information in the public realm of customer reviews, rather than forming similar opinions privately, drives participants to make more impulsive buying decisions.
KW - 512 Business and Management
KW - Impulsivity
KW - Online reviews
KW - Reverse alliesthesia
KW - Reward
UR - http://www.scopus.com/inward/record.url?scp=85047156127&partnerID=8YFLogxK
U2 - 10.1007/s11747-018-0585-6
DO - 10.1007/s11747-018-0585-6
M3 - Article
AN - SCOPUS:85047156127
SN - 0092-0703
VL - 46
SP - 1032
EP - 1051
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
IS - 6
ER -