Keep Your Cool or Let It Out : Nonlinear Effects of Expressed Arousal on Perceptions of Consumer Reviews

@inproceedings{Yin2016KeepYC,
  title={Keep Your Cool or Let It Out : Nonlinear Effects of Expressed Arousal on Perceptions of Consumer Reviews},
  author={Dezhi Yin},
  year={2016}
}
This research explores how expressed emotional arousal in a consumer review affects reader perceptions of its helpfulness. Drawing from research on written communication and lay theories of emotion, the authors propose a pattern of diminishing returns, in which the marginal effect of arousal on perceived helpfulness is positive at low levels of arousal but diminishes at higher levels. Results of a field study using Apple’s App Store, a follow-up survey, and two laboratory experiments provide… CONTINUE READING

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