Featured Research

from universities, journals, and other organizations

Immediacy of language influences credibility of online consumer reviews

Date:
October 25, 2013
Source:
Georgia Institute of Technology
Summary:
Many companies are increasingly confused and upset about how to deal with negative online consumer reviews. One way to overcome consumers’ over-reliance on negative word of mouth would be to encourage satisfied customers to include language indicating that they wrote their reviews soon after product/service consumption, according research.

Many companies are increasingly confused and upset about how to deal with negative online consumer reviews, says Zoey Chen of Georgia Tech Scheller College of Business. One way to overcome consumers' over-reliance on negative word of mouth would be to encourage satisfied customers to include language indicating that they wrote their reviews soon after product/service consumption, according to Chen's research.

In her study, recently published in the Journal of Marketing Research, she found that temporal cues as "this morning" or "I just got back from the best lunch" can boost the value of positive critiques.

"Prior research shows that positive online reviews are less valued than negative reviews," explains Chen, a fifth-year doctoral student in marketing at Georgia Tech Scheller College of Business, who-authored the study with Nicholas Lurie, an associate professor of marketing at the University of Connecticut.

Chen notes that positive reviews could be considered less informative than negative ones because the writers might be perceived as bragging about the good decisions they make in their lives.

"Their motivation for writing might be self-enhancement, signaling their expertise," she says. "But negative reviews are generally seen as reflecting more about the product or service than the lifestyle choices of the writer. Therefore, they tend to be seen as more credible.

"If people learn that you just went to an establishment and had a positive experience, they might think it's more about the experience than the individual," Chen says.

Chen and Lurie, who examined more than 65,000 restaurant reviews on Yelp and conducted lab reviews, conversely found that temporal cues don't have a significant effect on how a negative review is perceived.


Story Source:

The above story is based on materials provided by Georgia Institute of Technology. Note: Materials may be edited for content and length.


Journal Reference:

  1. ZOEY CHEN, NICHOLAS H. LURIE. Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth. Journal of Marketing Research, 2013; 50 (4): 463 DOI: 10.1509/jmr.12.0063

Cite This Page:

Georgia Institute of Technology. "Immediacy of language influences credibility of online consumer reviews." ScienceDaily. ScienceDaily, 25 October 2013. <www.sciencedaily.com/releases/2013/10/131025091441.htm>.
Georgia Institute of Technology. (2013, October 25). Immediacy of language influences credibility of online consumer reviews. ScienceDaily. Retrieved August 28, 2014 from www.sciencedaily.com/releases/2013/10/131025091441.htm
Georgia Institute of Technology. "Immediacy of language influences credibility of online consumer reviews." ScienceDaily. www.sciencedaily.com/releases/2013/10/131025091441.htm (accessed August 28, 2014).

Share This




More Mind & Brain News

Thursday, August 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Treadmill 'trips' May Reduce Falls for Elderly

Treadmill 'trips' May Reduce Falls for Elderly

AP (Aug. 28, 2014) Scientists are tripping the elderly on purpose in a Chicago lab in an effort to better prevent seniors from falling and injuring themselves in real life. (Aug.28) Video provided by AP
Powered by NewsLook.com
Alice in Wonderland Syndrome

Alice in Wonderland Syndrome

Ivanhoe (Aug. 27, 2014) It’s an unusual condition with a colorful name. Kids with “Alice in Wonderland” syndrome see sudden distortions in objects they’re looking at or their own bodies appear to change size, a lot like the main character in the Lewis Carroll story. Video provided by Ivanhoe
Powered by NewsLook.com
Stopping Schizophrenia Before Birth

Stopping Schizophrenia Before Birth

Ivanhoe (Aug. 27, 2014) Scientists have long called choline a “brain booster” essential for human development. Not only does it aid in memory and learning, researchers now believe choline could help prevent mental illness. Video provided by Ivanhoe
Powered by NewsLook.com
Personalized Brain Vaccine for Glioblastoma

Personalized Brain Vaccine for Glioblastoma

Ivanhoe (Aug. 27, 2014) Glioblastoma is the most common and aggressive brain cancer in humans. Now a new treatment using the patient’s own tumor could help slow down its progression and help patients live longer. Video provided by Ivanhoe
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins