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The emotional review–reward effect: how do reviews increase impulsivity?
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نویسنده
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Motyka Scott ,Grewal Dhruv ,Aguirre Elizabeth ,Mahr Dominik ,Ruyter Ko de ,Wetzels Martin
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منبع
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journal of the academy of marketing science - 2018 - دوره : 46 - شماره : 6 - صفحه:1032 -1051
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چکیده
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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.
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کلیدواژه
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Reverse alliesthesia ,Impulsivity ,Reward ,Online reviews
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آدرس
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Keck Graduate Institute, USA, Babson College, Department of Marketing, USA, Doriel Juvenile, The Netherlands, Maastricht University, Department of Marketing and Supply Chain Management, The Netherlands, City University London, UK. UNSW Business School, Australia, Maastricht University, Department of Marketing and Supply Chain Management, The Netherlands. The University of Waikato, New Zealand
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Authors
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