Journal
INFORMATION & MANAGEMENT
Volume 58, Issue 8, Pages -Publisher
ELSEVIER
DOI: 10.1016/j.im.2021.103554
Keywords
Online reviews; Electronic word-of-mouth (eWOM); Two-sided reviews; Review format; Adversative conjunction; Product attitude
Funding
- National Natural Science Foundation of China [71331007]
- Outstanding Innovative Talents Cultivation Funded Programs 2020 of Renmin University of China
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This research suggests that the use of adversative conjunctions in reviews can significantly impact consumers' attitudes towards products, with a stronger effect when positive content is presented first.
Drawing on the linguistic theory that differentiates between foreground and background content in narratives, this research proposes that consumer product attitude differs significantly between reviews written in the mixed narrative (MN) format and the divided narrative (DN) format. Results of three experiments show that reviewers are more likely to use adversative conjunctions (ACs) in the MN format than in the DN format when composing two-sided reviews. The presence of ACs affects readers' attitudes by shifting the allocation of attention between positive and negative content in a review. Moreover, this effect is stronger when positive content is presented first.
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