Anger in Consumer Reviews: Unhelpful but Persuasive?

A common assumption in prior research and practice is that more helpful online reviews will exert a greater impact on consumer attitudes and purchase decisions. We suggest that this assumption may not hold for reviews expressing anger. Building on the theory of emotions as social information (EASI),...

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Bibliographic Details
Published in:MIS quarterly 2021-09, Vol.45 (3), p.1059-1086
Main Authors: Yin, Dezhi, Bond, Samuel D., Zhang, Han
Format: Article
Language:English
Subjects:
Attitudes
Consumer behavior
Decision making
Decisions
Emotions
Personal communication
Purchasing
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