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Discrete emotions effects on electronic word-of-mouth helpfulness: The moderating role of reviewer gender and contextual emotional tone
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2020 | Decision Support Systems | Citations: 0
Authors: Craciun, Georgiana; Zhou, Wenqi; Shan, Zhe

Abstract: Using frameworks from the literature on emotion, cognitive processing and gender ... Expand

Abstract: Using frameworks from the literature on emotion, cognitive processing and gender stereotypes, we extend existing research on online product review helpfulness by demonstrating that reviewer gender moderates the relationship between emotional content and review helpfulness and that readers' perceptions of reviewer credibility explain this effect. In the first study, experimental methods were used to demonstrate that the differential effect of angry vs. non-emotional reviews on review helpfulness was moderated by reviewer gender. Further, findings showed that the negative effect of anger on review helpfulness for female (but not male) reviewers was explained by lower reviewer credibility. In the second study, by analyzing product reviews from the Amazon web site, we found supportive evidence for the results of the first study on the relationship between female-expressed anger and review helpfulness. In addition, we explored the influence of gender stereotypes in terms of the relationship between anxiety and review helpfulness and compared it to anger. Study 2 also allowed us to explore the moderation effect of the contextual emotional tone of other reviews on the target product. Our findings highlight limitations in perceived helpfulness ratings due to gender stereotype biases and offer insights for various decision makers to better understand and manage review helpfulness. Collapse

Semantic filters: incongruity theory

Topics: word of mouth online word of mouth online review tablet electronic commerce

Methods: experiment product review archival research Amazon review field study

Theories: attribution theory incongruity theory appraisal theory
Using Verbal Irony to Move on with Controversial Issues
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2020 | Organization Science | Citations: 0
Authors: Kwon, Winston; Clarke, Ian; Vaara, Eero; Mackay, Rowan; Wodak, Ruth

Abstract: Irony is an effective means of dealing with controversy in organizations, but th ... Expand

Abstract: Irony is an effective means of dealing with controversy in organizations, but there is a paucity of knowledge of the various ways in which irony helps managers to do so without necessarily ‘solving’ those issues. By drawing on discursive incongruity theory, we examine the use of irony when managers are confronted with controversial issues in a multinational company. As a result, we identify and elaborate on four distinctively different pathways of how irony helps participants to move on: ‘acquiescing’ (framing understanding as having no alternative because of environmental constraints), ‘empowering’ (synthesizing a view through broad inputs from different individuals), ‘channelling’ (subsuming other interpretations under a single and often dominant view) and ‘dismissing’ (rejecting alternative interpretations and often reinforcing the status quo). On this basis, we develop a theoretical model that elucidates the process dynamics in dealing with and moving on with controversial issues and elaborates the specific characteristics of each of these four pathways. Our analysis also leads to a fuller understanding of the discursive underpinnings and intersubjective dynamics in irony use in organizations. Collapse

Semantic filters: incongruity theory

Topics: sensemaking anonymity communities of practice pseudonymity personality

Methods: business process modeling ethnography theory development survey longitudinal research

Theories: incongruity theory cognitive dissonance theory
The Magic of Cinemagraphs: Investigation of Different Image Formats in Online Product Presentation

2018 | International Conference on Information Systems | Citations: 0
Authors: Miao, Xiaoyu

Abstract: A cinemagraph is a special type of animation characterized by the contrast and c ... Expand

Abstract: A cinemagraph is a special type of animation characterized by the contrast and coexistence of motion and stillness due to artificial manipulation. Cinemagraphs have attracted visual artists and marketers and have been widely used in online marketing campaigns. However, the effects of cinemagraphs in online product presentations require further examination. This study plans to examine the potential effects of cinemagraphs in online product presentations by comparing them with photographs and short animations. In addition, we aimed to examine the visual processing of cinemagraphs using eye-tracking technology. Drawing on the competition for attention theory, the attention-guiding principle, and incongruity theories of curiosity, we hypothesize that these different image formats have different effects on human visual attention and product interest. We then propose a laboratory experiment to test our hypotheses. Finally, potential theoretical contributions and practical implications are discussed. Collapse

Semantic filters: incongruity theory

Topics: web page marketing management online marketing

Methods: oculometry experiment survey laboratory experiment statistical hypothesis test

Theories: incongruity theory competition for attention theory

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Found 3 articles

Discrete emotions effects on electronic word-of-mouth helpfulness: The moderating role of reviewer gender and contextual emotional tone

Using Verbal Irony to Move on with Controversial Issues

The Magic of Cinemagraphs: Investigation of Different Image Formats in Online Product Presentation