Differential effects of analytical versus emotional rhetorical style on review helpfulness

Moradi, Masoud; Dass, Mayukh; Kumar, Piyush

doi:10.1016/j.jbusres.2022.113361

Cited by 11 publications

(6 citation statements)

References 132 publications

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“…Earlier studies also found that consumers are more inclined to write online reviews when experiencing extreme satisfaction or dissatisfaction. This behavior plays a vital role in managing consumers' negative emotions [60]. However, current research findings regarding whether positive or negative reviews are more helpful remain inconclusive.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

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Does Visual Review Content Enhance Review Helpfulness? A Text-Mining Approach

Li,

Yan

2024

IEEE Access

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The previous literature has explored the effects of text review contents and the characteristics of reviewers on the helpfulness of reviews. Moreover, recent research has addressed the role of photos as visual review content, which influences consumers' evaluation of review helpfulness and shapes their decision-making in the consumption of experience goods. From the perspectives of signaling, attribution, and media richness theories, this study aims to explore how photos, as visual review content, influence review helpfulness. To test the role of visual contents, this study utilized the Yelp Open Dataset and selected restaurants in Florida as research subjects, considering both text and photo content. The LIWC software was used to analyze the sentiment of review contents. The corresponding photos were matched to restaurant codes and then categorized based on food and ambiance. The main findings indicate that positive reviews negatively affect review helpfulness, while negative reviews are positively associated with it. Moreover, the presence of visual review contents (such as photos of food and the environment) moderates the effect of extreme reviews on review helpfulness. Photos attenuate the negative effects of positive reviews and weaken the positive relationship between negative reviews and review helpfulness. By confirming the boundary condition of visual review contents, this study provides new insights that are expected to be useful for future research and offers novel implications for online platforms and business management.

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Section: Hypotheses Developmentmentioning

confidence: 99%

“…Currently, it is extensively used in marketing and informatic research. Positive Review is measured by "the ratio of the total number of positive words to the total number of words in a review," following [84] and presented in (1).…”

Section: Independent Variablesmentioning

confidence: 99%

Does Visual Review Content Enhance Review Helpfulness? A Text-Mining Approach

Li,

Yan

2024

IEEE Access

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“…This is likely to make mixed reviews more difficult to process than reviews containing only objective or subjective sentences. Research suggests that people rely less on reviews that contain mixed messages or even conflicting styles (Forman et al, 2008; Moradi et al, 2023), because such features make the review seem more ambiguous. Extending these prior findings, we propose that mixed objective and subjective reviews are more difficult to process than reviews that are either objective or subjective which, in turn, makes them seem less helpful than their respective separate positive effects would predict.…”

Section: This Researchmentioning

confidence: 99%

The effect of subjectivity and objectivity in online reviews: A convolutional neural network approach

2023

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User reviews are now an essential source of information for consumers, exerting strong influence on purchase decisions. Broadly speaking, reviews rated by consumers as more helpful exert a greater influence downstream. The current research examines how the linguistic characteristics of a review affect its helpfulness score. Using a convolutional neural network (CNN), this research analyzes the linguistic subjectivity and objectivity of over 2 million reviews on Amazon. The results show that, ceteris paribus, both linguistic subjectivity and objectivity have a positive impact on review helpfulness. However, contrary to consumers' intuition, when subjectivity and objectivity are combined in the same review, review helpfulness increases less than their respective separate effects would predict, especially for hedonic products. We conceptualize that this results from the increased complexity of messages mixing subjective and objective sentences, which requires more effortful processing. The findings extend the literature on online reviews, word‐of‐mouth, and text analysis in marketing, and offer practical implications for marketing communication and facilitation of reviews.

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“…In the eWOM context, prior studies have shown that accuracy, completeness and timeliness in providing information are fundamental to information quality (Azimi & Andonova, 2023;Chen & Chang, 2018;Jamil & Hasnu, 2013;Wicklund, 2010), and some trust cues, such as verified purchase badges and user-provided images, significantly and positively influence review helpfulness (Choi & Leon, 2023). Moradi et al (2023) suggested that an objective and analytical style serves as a strong signal about unobserved quality, whereas an emotional style conflicts with the quality signal and reduces a review's helpfulness. Faced with a large amount of online information and uncertainty, consumers tend to place a premium on information quality .…”

Section: Information Quality Of Reviews and Online Review Helpfulnessmentioning

confidence: 99%

“…Moradi et al. (2023) suggested that an objective and analytical style serves as a strong signal about unobserved quality, whereas an emotional style conflicts with the quality signal and reduces a review's helpfulness. Faced with a large amount of online information and uncertainty, consumers tend to place a premium on information quality (Wang et al., 2023).…”

Section: Literature Reviewmentioning

confidence: 99%

Helpfulness of online customer reviews for shopping goods and services: The perspective of signalling theory

Chu My,

Lin,

et al. 2023

Int Social Sci J

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To help customers get quality feedback from the huge number of online reviews, online retailers attempt to generate evaluations from consumers of how helpful product reviews are. Drawing on signalling theory, this study proposes a comprehensive model to examine the influence of factors related to the reviewer (signaller), the review (signal) and the users (readers of the signal) on online review helpfulness via e‐commerce sites and apps. This study also includes the moderating role of product categories (goods/services) in the model. Data were collected from 466 Vietnamese respondents. Using a Smart Partial Lease Square 3.0, the outcomes indicate that online review information quality, online reviewer information credibility and two dimensions of receivers (e.g. users’ attitudes towards information and information task‐fit) all have a significant influence on online review helpfulness; however, users’ need for information has no impact on the helpfulness of online reviews. Interestingly, the product type (goods vs services) has a moderating effect between online review information quality/attitude towards information and online review helpfulness. This study contributes significantly to signalling theory and online review helpfulness by comprehensively incorporating three attributes that are paramount to online reviews: the review, the reviewer and the users. Additionally, the information is enriched by the investigation of the moderating effect of product categories (goods vs services) on the context of online review helpfulness.

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Differential effects of analytical versus emotional rhetorical style on review helpfulness

Cited by 11 publications

References 132 publications

Does Visual Review Content Enhance Review Helpfulness? A Text-Mining Approach

Does Visual Review Content Enhance Review Helpfulness? A Text-Mining Approach

The effect of subjectivity and objectivity in online reviews: A convolutional neural network approach

Helpfulness of online customer reviews for shopping goods and services: The perspective of signalling theory

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