演講主題:Expressed Anger in Online Reviews: Unhelpful but Persuasive?
主 講 人:Han Zhang, Professor of Information Technology Management ，Steven A. Denning Professor of Technology & Management Scheller College of Business, Georgia Institute of Technology, USA
主 持 人:趙學鋒教授 管理科學與信息管理系
The communication of anger is very common in online review settings but has received little prior attention. Drawing from emotion and social cognition research, we propose that although expressions of anger in a review tend to decrease reader perceptions of review diagnosticity, the same expressions tend to increase the influence of the review on reader attitudes and decisions. Results from two laboratory experiments provide consistent support for our claims. Our findings challenge the assumption that reviews deemed more “helpful” by consumers are ultimately more persuasive, by enhancing current understanding of the interpersonal effects of emotion in online reviews. They suggest important implications for review platforms, service providers, and manufacturers faced with the task of managing customer word-of-mouth.