The emotional review-reward effect: how do reviews increase impulsivity?

Scott Motyka*, Dhruv Grewal, Elizabeth Aguirre, Dominik Mahr, Ko de Ruyter, Martin Wetzels

*Corresponding author for this work

Research output: Contribution to journalReview articleAcademicpeer-review

Abstract

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.
Original languageEnglish
Pages (from-to)1032-1051
Number of pages20
JournalJournal of the Academy of Marketing Science
Volume46
Issue number6
DOIs
Publication statusPublished - Nov 2018

Keywords

  • Reverse alliesthesia
  • Impulsivity
  • Reward
  • Online reviews
  • WORD-OF-MOUTH
  • ONLINE CONSUMER REVIEWS
  • SELF-CONTROL
  • CUSTOMER REVIEWS
  • BUYING TENDENCY
  • PRODUCT REVIEWS
  • SOCIAL MEDIA
  • BEHAVIOR
  • CHOICE
  • PREDICTORS

Cite this

@article{18921e52f6a34e6d924c04c42cd623d1,
title = "The emotional review-reward effect: how do reviews increase impulsivity?",
abstract = "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.",
keywords = "Reverse alliesthesia, Impulsivity, Reward, Online reviews, WORD-OF-MOUTH, ONLINE CONSUMER REVIEWS, SELF-CONTROL, CUSTOMER REVIEWS, BUYING TENDENCY, PRODUCT REVIEWS, SOCIAL MEDIA, BEHAVIOR, CHOICE, PREDICTORS",
author = "Scott Motyka and Dhruv Grewal and Elizabeth Aguirre and Dominik Mahr and {de Ruyter}, Ko and Martin Wetzels",
note = "data source: Survey data, experimental data, field experiments",
year = "2018",
month = "11",
doi = "10.1007/s11747-018-0585-6",
language = "English",
volume = "46",
pages = "1032--1051",
journal = "Journal of the Academy of Marketing Science",
issn = "0092-0703",
publisher = "Springer, Cham",
number = "6",

}

The emotional review-reward effect : how do reviews increase impulsivity? / Motyka, Scott; Grewal, Dhruv; Aguirre, Elizabeth; Mahr, Dominik; de Ruyter, Ko; Wetzels, Martin.

In: Journal of the Academy of Marketing Science, Vol. 46, No. 6, 11.2018, p. 1032-1051.

Research output: Contribution to journalReview articleAcademicpeer-review

TY - JOUR

T1 - The emotional review-reward effect

T2 - how do reviews increase impulsivity?

AU - Motyka, Scott

AU - Grewal, Dhruv

AU - Aguirre, Elizabeth

AU - Mahr, Dominik

AU - de Ruyter, Ko

AU - Wetzels, Martin

N1 - data source: Survey data, experimental data, field experiments

PY - 2018/11

Y1 - 2018/11

N2 - 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.

AB - 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.

KW - Reverse alliesthesia

KW - Impulsivity

KW - Reward

KW - Online reviews

KW - WORD-OF-MOUTH

KW - ONLINE CONSUMER REVIEWS

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KW - CUSTOMER REVIEWS

KW - BUYING TENDENCY

KW - PRODUCT REVIEWS

KW - SOCIAL MEDIA

KW - BEHAVIOR

KW - CHOICE

KW - PREDICTORS

U2 - 10.1007/s11747-018-0585-6

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JO - Journal of the Academy of Marketing Science

JF - Journal of the Academy of Marketing Science

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