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

Scott Motyka (), Dhruv Grewal (), Elizabeth Aguirre (), Dominik Mahr (), Ko Ruyter () and Martin Wetzels ()
Additional contact information
Scott Motyka: Keck Graduate Institute
Dhruv Grewal: Babson College
Elizabeth Aguirre: Doriel Juvenile
Dominik Mahr: Maastricht University
Ko Ruyter: City University London
Martin Wetzels: Maastricht University

Journal of the Academy of Marketing Science, 2018, vol. 46, issue 6, No 5, 1032-1051

Abstract: 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 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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DOI: 10.1007/s11747-018-0585-6

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