Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions |
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| Institution: | 1. Marketmind GmbH, Porzellangasse 32, 1090, Vienna, Austria;2. Vienna University of Economics and Business, Institute for International Marketing Management, Welthandelsplatz 1, 1020 Vienna, Austria;3. Carlson School of Management, University of Minnesota, International Marketing, 321 19th Avenue South, Minneapolis, MN 55455, United States;1. National Institute of Technology Patna, India;2. School of Management, Swansea University Bay Campus, Swansea SA1 8EN, UK |
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| Abstract: | Abundant research has investigated the impact of review valence on purchase decisions, but has reported mixed findings. To reconcile these mixed findings, this study unearths the understanding of review valence from the perspective of the emotional content in online customer reviews. To explore the effect of emotional content on purchase decisions and the moderating role of emotional content on non-emotional content and purchase decisions based on a heuristic-systematic model, a laboratory experiment with 106 subjects was used to empirically test the research hypotheses. The results show that pleasant online customer reviews lead to a higher purchase likelihood compared to unpleasant ones. Perceived credibility and perceived diagnosticity have significant influence on purchase decisions, but only in the context of unpleasant online customer reviews. The findings demonstrate positive emotion bias for online customer reviews, and carry important practical implications for both sellers and customers. |
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| Keywords: | Online customer reviews Emotional content Perceived credibility Perceived diagnosticity Heuristic-systematic model Signaling theory Positive emotion bias |
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