Online reviews are of considerable interest to both practitioners and academics. Prior research has focused mostly on the valence and volume of online reviews. Questions on how the emotional content of online reviews influence consumers remain open. Given that non-verbal cues of communication are limited in the online environment, content can be a strong driver of attitudes and, in turn, online purchases. Importantly also, a wide stream of research indicates that different self-construal levels (i.e. independent or interdependent self-construal) perceive emotions in different ways. Therefore it is necessary to examine whether the effect of emotional content within online reviews on product attitudes varies across consumers with different self-construals. Hence, we conduct three studies to analyze the relationship between the emotional content within online reviews (positive, negative, mixed) and product attitudes. Results from Study 1, conducted in Austria (n= 280), show that emotional content within online reviews has an effect on product attitudes, which goes above and beyond that of a review's overall valence. Further building on this finding, Study 2, also conducted in Austria (n = 420), offers specific insights on how reviews containing different emotional cues (i.e. positive, negative and mixed emotions) influence consumers’ hedonic and utilitarian attitudes. Finally, Study 3 investigates the moderating role of self-construal by comparing consumers from two countries which differ considerably in terms of self-construal, namely USA (n = 480) and Thailand (n = 480). The findings of these three studies are discussed. Theoretical and managerial implications of these findings are considered as well as implications for future research.
AdamHajoShirakoAiwaMadduxWilliam W.Cultural Variance in the Interpersonal Effects of Anger in NegotiationsPsychological Science2162010882–889
2.
AdavalRashmiSometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product InformationJournal of Consumer Research28120011–17
3.
AlbaJoseph W.WilliamsElanor F.Pleasure Principles: A Review of Research on Hedonic ConsumptionJournal of Consumer Psychology23120132–18
4.
AndersenSusanRossLeeSelf-Knowledge and Social Inference: I. The Impact of Cognitive/Affective and Behavioral DataJournal of Personality and Social Psychology4621984280–293
5.
AndradeEduardoCohenJoel B.On the Consumption of Negative FeelingsJournal of Consumer Research3432007283–300
6.
AverillJames R.Studies on Anger and Aggression: Implications for Theories of EmotionAmerican Psychologist381119831145–1160
7.
BagozziRichard P.GopinathMaheshNyerPrashanth U.The Role of Emotions in MarketingJournal of the Academy of Marketing Science2721999184–206
8.
BatraRajeevAhtolaOlli T.Measuring the Hedonic and Utilitarian Sources of Consumer AttitudesMarketing Letters221990159–170
9.
BerryJohn W.PoortingaYpe H.BreugelmanSeger M.ChasiotisAthanasiosSamDavid L.Cross-Cultural Psychology2015Cambridge University PressUnited Kingdom
10.
BickartBarbaraSchindlerRobert M.Internet Forums as Influential Sources of Consumer InformationJournal of Interactive Marketing153200131–40
11.
BlochPeter H.Seeking the Ideal Form: Product Design and Consumer ResponseJournal of Marketing593199516–29
12.
BoushDavid M.LokenBarbaraA Process-Tracing Study of Brand Extension EvaluationJournal of Marketing Research281199116–28
13.
BrownSteven P.HomerPamela M.InmanJeffrey J.A Meta-Analysis of Relationships Between Ad-Evoked Feelings and Advertising ResponsesJournal of Marketing Research3511998114–126
14.
BurlesonBrant R.The Experience and Effects of Emotional Support: What the Study of Cultural and Gender Differences Can Tell Us About Close Relationships, Emotion, and Interpersonal CommunicationPersonal Relationships10120031–23
15.
ChenYuboXieJinhongOnline Consumer Review: Word-of-Mouth as a New Element of Marketing Communication MixManagement Science5432008477–491
16.
ChevalierJudith A.MayzlinDinaThe Effect of Word of Mouth on Sales: Online Book ReviewsJournal of Marketing Research4332006345–354
17.
ChitturiRavindraRaghuanathanRajagopalSinghVijayDelight by Design: The Role of Hedonic Versus Utilitarian BenefitsJournal of Marketing723200848–63
18.
ChoiJungsilLiYexin J.RanganPriyamvadhaChatterjeePromotheshSinghSurendra N.The Odd-Ending Price Justification Effect: The Influence of Price-Endings on Hedonic and Utilitarian ConsumptionJournal of the Academy of Marketing Science4252014545–557
19.
DharRaviWertenbrochKlausConsumer Choice Between Hedonic and Utilitarian GoodsJournal of Marketing Research371200060–71
20.
DroletAimeeAakerJenniferOff-Target? Changing Cognitive-Based AttitudesJournal of Consumer Psychology121200259–68
21.
DuffettRodney G.The Influence of Facebook Advertising on Cognitive Attitudes Amid Generation YElectronic Commerce Research1522015243–267
22.
EgloffBorisSchmukleStefan C.BurnsLawrence R.KohlmannCarl-WalterHockMichaelFacets of Dynamic Positive Affect: Differentiating Joy, Interest, and Activation in the Positive and Negative Affect Schedule (PANAS)Journal of Personality and Social Psychology8532003528–540
23.
EkmanPaulMoods, Emotions, and TraitsEkmanPaulDavidsonRichard J.The Nature of Emotion: Fundamental Questions1994Oxford University PressNew York56–58
24.
ErogluSevgin A.MachleitKaren A.DavisLenita M.Empirical Testing of a Model of Online Store Atmospherics and Shopper ResponsesPsychology & Marketing2022003139–150
25.
EtcoffNancy L.MageeJohn J.Categorical Perception of Facial ExpressionsCognition4431992227–240
26.
FazioRussell H.PettyRichard E.Attitudes: Their Structure, Function, and Consequences2007Psychology PressNew York
27.
FelbermayrArminNanopoulosAlexandrosThe Role of Emotions for the Perceived Usefulness in Online Customer ReviewsJournal of Interactive Marketing36201660–76
28.
FernandezItziarCarreraPliarPaezDarioSanchezFlorInterdependent Self-Construal, Competitive Attitudes, Culture and Emotional Reactions on SadnessPsychologica5132008214–234
29.
FishbeinMartinAjzenIcekAcceptance, Yielding, and Impact: Cognitive Processes in PersuasionPettyRichard E.OstromThomas M.BrockTimony C.Cognitive Responses in Persuasion1981Lawrence ErlbaumHillsdale339–359
30.
FloydKristopherFrelingRyanAlhoqailSaadChoHyun Y.FrelingTraciHow Online Product Reviews Affect Retail Sales: A Meta-AnalysisJournal of Retailing9022014217–232
31.
ForgasJoseph P.Affective Influences on Partner Choice: Role of Mood in Social RelationsJournal of Personality and Social Psychology6151991708–720
32.
ForsytheSandraLiuChuanlanShannonDavidGardnerLiu ChunDevelopment of a Scale to Measure the Perceived Benefits and Risks of Online ShoppingJournal of Interactive Marketing202200655–75
33.
ForsytheSandraShiBoConsumer Patronage and Risk Perceptions in Internet ShoppingJournal of Business Research56112003867–875
34.
FredericksonBarbara L.The Role of Positive Emotions in Positive Psychology: The Broaden-and-Build Theory of Positive EmotionsAmerican Psychologist5632001218–226
35.
GobeMarcEmotional Branding: The New Paradigm for Connecting Brands to People2001Allworth PressNew York
36.
GodesDavidMayzlinDinaUsing Online Conversations to Study Word of Mouth CommunicationMarketing Science2342004545–560
37.
GrewalDhruvGotliebJerryMarmorsteinHowardThe Moderating Effects of Message Framing and Source Credibility on the Price-Perceived Risk RelationshipJournal of Consumer Research2111994145–153
38.
GuptaPranjalHarrisJudyHow E-WOM Recommendations Influence Product Consideration and Quality of Choice: A Motivation to Process Information PerspectiveJournal of Business Research63920101041–1049
39.
HansenFlemmingDistinguishing Between Feelings and Emotions in Understanding Communication EffectsJournal of Business Research581020051426–1436
HolbrookMorris B.HirschmanElizabeth C.The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and FunJournal of Consumer Research921982132–140
42.
HongJiewenChangHannah H.“I” Follow My Heart and “We” Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings Versus Reasons in Decision MakingJournal of Consumer Research41620151392–1411
43.
HseeChristopher K.WeberElke U.A Fundamental Prediction Error: Self-Other Discrepancies in Risk PreferenceJournal of Experimental Psychology: General1261199745–53
44.
IzardCarroll E.Human Emotions1977PlenumNew York
45.
KashimaYoshihishaSiegalMichaelTanakaKenichiroKashimaEmiko S.Do People Believe Behaviours are Consistent with Attitudes? Towards a Cultural Psychology of Attribution ProcessesBritish Journal of Social Psychology3121992111–124
46.
KellerKevin L.Conceptualizing, Measuring and Managing Customer-Based Brand EquityJournal of Marketing57119931–22
47.
KeltnerDacherEllsworthPhoebe C.EdwardsKariBeyond Simple Pessimism: Effects of Sadness and Anger on Social PerceptionJournal of Personality and Social Psychology6451993740–752
48.
KimJinheeSeoMihyeYuHongSikNeuendorfKimberlyCultural Differences in Preference for Entertainment Messages that Include Mixed Responses of Joy and SorrowHuman Communication Research4042014530–552
49.
KitayamaShinobuMarkusHazel RoseMatsumotoHisayaCulture, Self, and Emotion: A Cultural Perspective on “Self-Conscious” EmotionsTangneyJ.P.FischerK.W.Self-Conscious Emotions: The Psychology of Shame, Guilt, Embarrassment, and Pride1995Guilford PressNew York, NY, US439–464
50.
KotlerPhilipRathAlexanderDesign a Powerful but Neglected Strategic ToolJournal of Business Strategy52198416–21
51.
KronrodAnnDanzigerShai‘Wii Will Rock You!’ The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian ConsumptionJournal of Consumer Research4042013726–739
52.
Lau-GeskLoraineMeyers-LevyJoanEmotional Persuasion: When the Valence Versus the Resource Demands of Emotions Influence Consumers’ AttitudesJournal of Consumer Research3642009585–599
53.
LazarusRichard S.Emotion and Adaptation1991Oxford University PressNew York
54.
LazarusRichard S.Universal Antecedents of the EmotionsEkmanPaulDavidsonRichardThe Nature of Emotion1994Oxford University PressNew York, NY163–171
55.
LeeKhai SheangTanSoo JiuanE-Retailing Versus Physical Retailing: A Theoretical Model and Empirical Test of Consumer ChoiceJournal of Business Research56112003877–885
56.
LeeKyung-TagKooDong-MoEffects of Attribute and Valence of E-WOM on Message Adoption: Moderating Roles of Subjective Knowledge and Regulatory FocusComputers in Human Behavior28520121974–1984
57.
LeeMiraYounSeounmiElectronic Word of Mouth (eWOM) How eWOM Platforms Influence Consumer Product JudgementInternational Journal of Advertising2832009473–499
58.
LernerJennifer S.KeltnerDacherBeyond Valence: Toward a Model of Emotion-Specific Influences on Judgment and ChoiceCognition and Emotion1442000473–493
59.
LernerJennifer S.KeltnerDacherFear, Anger, and RiskJournal of Personality and Social Psychology8112001146–159
60.
LiuYongWord of Mouth for Movies: Its Dynamics and Impact on Box Office RevenueJournal of Marketing703200674–89
61.
LoLapHungNangLinMurielAngry Versus Furious: A Comparison Between Valence and Arousal in Dimensional Models of EmotionsThe Journal of Psychology15082016949–960
62.
LoewensteinGeorge F.WeberElke U.HseeChristopher K.WelchNedRisk as FeelingsPsychological Bulletin12722001267–286
63.
LokenBarbaraJohnDeborah R.Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?Journal of Marketing573199371–84
64.
LuShuyaWuJiananTsengShih-Lun AllenHow Online Reviews Become Helpful: A Dynamic PerspectiveJournal of Interactive Marketing44201817–28
65.
LutzRichardChanging Brand Attitudes Through Modification of Cognitive StructureJournal of Consumer Research14197549–59
66.
MaheswaranDurairajMeyers-LevyJoanThe Influence of Message Framing and Issue InvolvementJournal of Marketing Research2731990361–367
67.
MarkusHazel R.KitayamaShinobuCulture and The Self: Implications for Cognition, Emotion, and MotivationPsychological Review9811991224–253
68.
MarkusHazel R.KitayamaShinobuA Collective Fear of the Collective: Implications for Selves and Theories of SelvesPersonality and Social Psychology Bulletin2051994568–579
69.
MarkusHazel R.KitayamaShinobuHeimanRachel J.Culture and “Basis” Psychological PrinciplesKruglanskiArie W.Tory HigginsE.Social Psychology: Handbook of Basic Principles1996Guilford PressNew York857–913
70.
MayzlinDinaJudithChevalierThe Effect of Word of Mouth on Sales: Online Book ReviewsJournal of Marketing Research4332006345–354
71.
MenonSatyaKahnBarbaraCross-Category Effects of Induced Arousal and Pleasure on the Internet Shopping ExperienceJournal of Retailing781200231–40
72.
MesquitaBatjaEmotions in Collectivistic and Individualistic ContextsJournal of Personality and Social Psychology801200168–74
73.
MilanElenaReynoldsJonathanSelf-Construals, Symbolic and Hedonic Preferences, and Actual Purchase BehaviorJournal of Retailing & Consumer Services2142014550–560
74.
MitchellAndrew A.OlsonJerry C.Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?Journal of Marketing Research1831981318–332
75.
MooreSarah G.Attitude Predictability and Helpfulness in Online Reviews: The Role of Explained Actions and ReactionsJournal of Consumer Research421201530–44
76.
MudambiSusan M.SchuffDavidWhat Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.comMIS Quarterly3412010185–200
77.
MummalaneniVenkatapparaoAn Empirical Investigation of Web Site Characteristics, Consumer Emotional States and Online Shopping BehaviorsJournal of Business Research5842005526–532
OhbuchtiKen-IchiTamuraToruQuigleyBrian M.TedeschiJames T.MadiNawafBondMichael H.Amelie MummendeyA.Anger, Blame, and Dimensions of Perceived Norm Violations: Culture, Gender, and RelationshipsJournal of Applied Social Psychology34820041587–1603
80.
OishiShigehrioDienerEdScollonChristie N.Biswas-DienerRobertCross-Situational Consistency of Affective Experiences Across CulturesJournal of Personality and Social Psychology8612004460–472
81.
OlneyThomas J.HolbrookMorris B.BatraRajeevConsumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude Toward the Ad on Viewing TimeJournal of Consumer Research1741991440–453
82.
OrthUlrich R.HolancovaDenisaConsumer Response to Sex Role Portrayals in Advertisements: Effects of Incongruity and Prejudices on Emotions and AttitudesJournal of Advertising324200477–89
83.
PankseppJaakToward a General Psychobiological Theory of EmotionsBehavioral and Brain Science51982407–467
84.
PankseppJaakBurgdorfJeff“Laughing” Rats and the Evolutionary Antecedents of Human Joy?Physiology & Behavior7932003533–547
85.
ParkC. WhanMacInnisDeborah J.PriesterJosephEisingerichAndreas B.IacobucciDawnBrand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity DriversJournal of Marketing74620101–17
86.
ParkCheolLeeThae M.Antecedents of Online Reviews’ Usage and Purchase Influence: An Empirical Comparison of U.S. And Korean ConsumersJournal of Interactive Marketing2342009332–340
87.
ParkCheolLeeThae M.Information Direction, Web Site Reputation and E-WOM Effect: A Moderating Role of Product TypeJournal of Business Research621200961–67
88.
PhamMichel T.Representativeness, Relevance, and the Use of Feelings in Decision MakingJournal of Consumer Research2521998144–160
89.
PolyoratKawpongAldenDana L.Self-Construal and Need-for-Cognition Effects on Brand Attitudes and Purchase Intentions in Response to Comparative Advertising in Thailand and the United StatesJournal of Advertising341200537–48
90.
PriesterJoseph R.NayakankuppamDhananjayFlemingMonique A.GodekJohnThe A2SC2 Model: The Influence of Attitudes and Attitude Strength on Consideration and ChoiceJournal of Consumer Research3042004574–587
91.
PurnawirawanNathaliaDe PelsmackerPatrickDensNathalieBalance and Sequence in Online Reviews: How Perceived Usefulness Affects Attitudes and IntentionsJournal of Interactive Marketing262012244–255
92.
PurnawirawanNathaliaEisendMartinDe PelsmackerPatrickDensNathalieA Meta-Analytic Investigation of the Role of Valence in Online ReviewsJournal of Interactive Marketing31201517–27
93.
RichardMarie-OdileModeling the Impact of Internet Atmospherics on Surfer BehaviorJournal of Business Research581220051632–1642
94.
RichardMarie-OdileChebatJean-CharlesModeling Online Consumer Behavior: Preeminence of Emotions and Moderating Influences of Need for Cognition and Optimal Stimulation LevelJournal of Business Research6922016541–553
95.
RosemanIra J.Appraisal Determinants of Discrete EmotionsCognition and Emotion51991161–200
96.
RosenbergErika L.Levels of Analysis and the Organization of AffectReview of General Psychology231998247–270
97.
RozinPaulRoyzmanEdward B.Negativity Bias, Negativity Dominance, and ContagionPersonality and Social Psychology Review542001296–320
98.
RubinZickMeasurement of Romantic LoveJournal of Personality and Social Psychology1621970265–273
99.
RussellJames A.BarrettLisa F.Core Affect, Prototypical Emotional Episodes, and Other Things Called Emotion: Dissecting the ElephantJournal of Personality and Social Psychology761999805–819
100.
SchallerTracey K.MalhotraNaresh K.Affective and Cognitive Components of Attitudes in High-Stakes Decisions: An Application of the Theory of Planned Behavior to Hormone Replacement Therapy UsePsychology & Marketing3262015678–695
101.
SchererKlaus R.WallbottHarald W.MatsumotoDavidKudohTsutomuEmotional Experience in Cultural Context: A Comparison Between Europe, Japan and the United StatesSchererKlaus R.Facets of Emotion: Recent Research1988Lawrence ErlbaumHillsdale, NJ5–30
102.
SchimmackUlrichOishiShigehiroDienerEdCultural Influences on the Relation Between Pleasant Emotions and Unpleasant Emotions: Asian Dialectic Philosophies or Individualism-Collectivism?Cognition and Emotion1662002705–719
103.
SchlosserAnn E.Can Including Pros and Cons Increase the Helpfulness and Persuasiveness of Online Reviews? The Interactive Effects of Ratings and ArgumentsJournal of Consumer Psychology212011226–239
104.
SchwartzShalom H.Are There Universal Aspects in the Structure and Contents of Human Values?Journal of Social Issues504199419–45
105.
SchwartzShalom H.BardiAnatValue Hierarchies Across Cultures: Taking a Similarities PerspectiveJournal of Cross-Cultural Psychology2332001268–290
106.
SchwartzShalom H.MelechGilaLehmannArielleBurgessStevenHarrisMariOwensVickiExtending the Cross-Cultural Validity of the Theory of Basic Human Values With a Different Method of MeasurementJournal of Cross-Cultural Psychology3252001519–542
107.
SchwartzShalom H.SagivLilachIdentifying Culture-Specifics in the Content and Structure of ValuesJournal of Cross-Cultural Psychology261199592–116
108.
SeeYa H.PettyRichard E.FabrigerLeandre R.Affective and Cognitive Meta-Bases of Attitudes: Unique Effects on Information Interest and PersuasionJournal of Personality and Social Psychology9462008938–955
109.
SenShahanaLermanDawnWhy Are You Telling Me This? An Examination Into Negative Consumer Reviews on the WebJournal of Interactive Marketing214200776–94
110.
ShaverPhillipSchwartzJudithKirsonDonaldO'ConnorCaryEmotion Knowledge: Further Exploration of a Prototype ApproachJournal of Personality and Social Psychology52619871061–1086
111.
SingelisTheodore M.The Measurement of Independent and Interdependent Self-ConstrualsPersonality and Social Psychology Bulletin2051994580–591
112.
SingelisTheodore M.BondMichaelSharkeyW.E.LaiC.SYUnpackaging Culture's Influence on Self-Esteem and Embarrassability: The Role of Self-ConstrualsJournal of Cross-Cultural Psychology3031999315–341
113.
SmithCraig A.EllsworthPhoebe C.Patterns of Cognitive Appraisal in EmotionJournal of Personality and Social Psychology4841985813–838
114.
Spencer-RodgersJuliePengKalpingWangLeiDialecticism and the Co-Occurrence of Positive and Negative Emotions Across CulturesJournal of Cross-Cultural Psychology4112010109–115
115.
StrahilevitzMichalMeyersJohn G.Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You are Trying to SellJournal of Consumer Research241998434–446
116.
SuhE.DienerE.OishiS.TriandisH.C.The Shifting Basis of Life Satisfaction Judgments Across Cultures: Emotions Versus NormsJournal of Personality and Social Psychology7421998482–493
117.
TiedensLarissa Z.Anger and Advancement Versus Sadness and Subjugation: The Effect of Negative Emotion Expressions on Social Status ConferralJournal of Personality and Social Psychology801200186–94
118.
TriandisHarry C.The Self and Social Behavior in Differing Cultural ContextsPsychological Review9631989506–520
119.
TriandisHarry C.Collectivism and Individualism as Cultural SyndromesCross Cultural Research273–41993155–180
120.
VossKevin E.SpangenbergEric R.GrohmannBiancaMeasuring the Hedonic and Utilitarian Dimensions of Consumer AttitudeJournal of Marketing Research4032003310–320
121.
WangCheng L.LinXiaohuaMigration of Chinese Consumption Values: Traditions, Modernization, and Cultural RenaissanceJournal of Business Ethics8832009399–409
122.
WatsonDavidClarkLee AnnaTellegenAukeDevelopment and Validation of Brief Measures of Positive and Negative Affect: The PANAS ScalesJournal of Personality and Social Psychology54619881063–1070
123.
WeiszJohn R.SigmanMarianWeissBahrMoskJulieParent Reports of Behavioral and Emotional Problems Among Children in Kenya, Thailand, and the United StatesChild Development641199398–109
124.
WellenkampJane C.Everyday Conceptions of DistressRussellJames A.Fernandez-DolsJose M.MansteadAnthony R.S.WellenkampJane C.Everyday Conceptions of Emotion1995KluwerDordrecht267–280
125.
YinDezhiBondSamuelZhangHanAnxious or Angry? Effects of Discrete Emotions on the Perceived Helpfulness of Online ReviewsMIS Quarterly3822014539–560
126.
ZhangJason Q.CraciunGeorgianaShinDongwooWhen Does Electronic Word-of-Mouth Matter? A Study of Consumer Product ReviewsJournal of Business Research6320101336–1341
