期刊
JOURNAL OF CONSUMER RESEARCH
卷 46, 期 2, 页码 267-285出版社
OXFORD UNIV PRESS INC
DOI: 10.1093/jcr/ucy067
关键词
automated text analysis; computational linguistics; consumer reviews; narrative persuasion; narrative transportation; storytelling
类别
资金
- Marketing Science Institute [4000118]
Many consumers base their purchase decisions on online consumer reviews. An overlooked feature of these texts is their narrativity: the extent to which they tell a story. The authors construct a new theory of narrativity to link the narrative content and discourse of consumer reviews to consumer behavior. They also develop from scratch a computerized technique that reliably determines the degree of narrativity of 190,461 verbatim, online consumer reviews and validate the automated text analysis with two controlled experiments. More transporting (i.e., engaging) and persuasive reviews have better-developed characters and events as well as more emotionally changing genres and dramatic event orders. This interdisciplinary, multimethod research should help future researchers (1) predict how narrativity affects consumers' narrative transportation and persuasion, (2) measure the narrativity of large digital corpora of textual data, and (3) understand how this important linguistic feature varies along a continuum.
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