The emotional review–reward effect: how do reviews increase impulsivity?

Scott Motyka*, Dhruv Grewal, Elizabeth Aguirre, Dominik Mahr, Ko de Ruyter, Martin Wetzels

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

25 Citeringar (Scopus)

Sammanfattning

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.

OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of the Academy of Marketing Science
Volym46
Nummer6
Sidor (från-till)1032-1051
Antal sidor20
ISSN0092-0703
DOI
StatusPublicerad - 2018
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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