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

Motyka, S., Grewal, D., Agguire, E., Mahr, D., de Ruyter, K. & Wetzels, M. (2018). The emotional review–reward effect: how do reviews increase impulsivity?. Journal of the Academy of Marketing Science,

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Abstract

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 inf ormation in the public realm of customer reviews, rather than forming similar opinions privately, drives participants to make more impulsive buying decisions.

Item Type: Article
Uncontrolled Keywords: Reverse alliesthesia, Impulsivity Reward, Online reviews
Divisions: Cass Business School > Faculty of Management
URI: http://openaccess.city.ac.uk/id/eprint/19795

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