Digital Therapy for Negative Consumption Experiences: The Impact of Emotional and Rational Reviews on Review Writers

IF 5.7 1区 管理学 Q1 BUSINESS
Alisa Yinghao Wu, Vicki G Morwitz
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引用次数: 0

Abstract

This research tests a solution for consumers to recover faster from negative experiences. We identify this solution by examining how the manner in which review writers express their emotions and rational thoughts in their reviews causally influences review writers. The results of five studies (field data and experiments) show that, similar to writing about traumatic life events, when review writers express both emotional and rational aspects in reviews about negative consumption experiences, they feel better afterwards (ie, they recover affectively), and are more likely to purchase again (ie, they recover cognitively). We further examine why writing integrated reviews has positive effects on review writers by collecting biophysiological response data, which provides support for an account related to affective recovery, and by analyzing thought listing data, which provides support for an account related to cognitive recovery. This research shows that writing online reviews can serve as a digital therapy tool that helps consumers recover from negative experiences.
负面消费体验的数字疗法:情感和理性评论对评论作者的影响
本研究测试了一种让消费者更快地从负面体验中恢复过来的解决方案。我们通过研究评论作者在评论中表达情感和理性想法的方式如何对评论作者产生因果影响来确定这一解决方案。五项研究(实地数据和实验)的结果表明,与撰写创伤性生活事件类似,当评论作者在有关负面消费体验的评论中同时表达情感和理性时,他们事后会感觉更好(即情感上的恢复),并且更有可能再次购买(即认知上的恢复)。我们通过收集生物生理反应数据和分析思维列表数据,进一步研究了为什么撰写综合评论会对评论作者产生积极影响,生物生理反应数据为情感恢复相关论点提供了支持,思维列表数据则为认知恢复相关论点提供了支持。这项研究表明,撰写在线评论可以作为一种数字治疗工具,帮助消费者从负面经历中恢复过来。
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来源期刊
CiteScore
12.00
自引率
9.70%
发文量
53
期刊介绍: Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research. To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings. JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms. Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.
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