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Does expressing subjectivity in online reviews enhance persuasion?

Does expressing subjectivity in online reviews enhance persuasion? PurposePeople express subjectivity and objectivity in everyday communication, yet little is known about how such linguistic content affects persuasion in electronic word-of-mouth (eWOM). Drawing on the congruity theory and the selectivity model, the present study proposes that the effectiveness of subjectivity/objectivity expressions in an online review is contingent on whether the consumption experience is primarily hedonic or utilitarian, and whether the decision maker is a male or female. Furthermore, this study aims to examine the psychological mechanism that underlies the proposed effects.Design/methodology/approachThis research used an experimental design to test the hypotheses. Four versions of online review stimuli were created. Participants were asked to read the online reviews and to complete a survey.FindingsThe findings indicate that expressing subjectivity (vs objectivity) in online reviews effectively boosts men’s purchase intention in the hedonic context and women’s purchase intention in the utilitarian context. Furthermore, the mediation analysis reveals that perceived relevance of the review is the psychological mechanism explaining the joint effects of linguistic style, consumption type and gender on purchase intention.Originality/valueThis research is the first to examine expressing subjectivity (vs objectivity) as a persuasion strategy in online reviews. Findings of this research add to the growing literature on linguistic effects in eWOM. Furthermore, this research deepens the understanding of conversational norms for hedonic vs utilitarian consumption in consumer-generated content and gender differences in processing online reviews. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Does expressing subjectivity in online reviews enhance persuasion?

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/JCM-02-2017-2109
Publisher site
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Abstract

PurposePeople express subjectivity and objectivity in everyday communication, yet little is known about how such linguistic content affects persuasion in electronic word-of-mouth (eWOM). Drawing on the congruity theory and the selectivity model, the present study proposes that the effectiveness of subjectivity/objectivity expressions in an online review is contingent on whether the consumption experience is primarily hedonic or utilitarian, and whether the decision maker is a male or female. Furthermore, this study aims to examine the psychological mechanism that underlies the proposed effects.Design/methodology/approachThis research used an experimental design to test the hypotheses. Four versions of online review stimuli were created. Participants were asked to read the online reviews and to complete a survey.FindingsThe findings indicate that expressing subjectivity (vs objectivity) in online reviews effectively boosts men’s purchase intention in the hedonic context and women’s purchase intention in the utilitarian context. Furthermore, the mediation analysis reveals that perceived relevance of the review is the psychological mechanism explaining the joint effects of linguistic style, consumption type and gender on purchase intention.Originality/valueThis research is the first to examine expressing subjectivity (vs objectivity) as a persuasion strategy in online reviews. Findings of this research add to the growing literature on linguistic effects in eWOM. Furthermore, this research deepens the understanding of conversational norms for hedonic vs utilitarian consumption in consumer-generated content and gender differences in processing online reviews.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jun 11, 2018

References

  • Unraveling the personalization paradox: the effect of information collection and trust-building strategies on online advertisement effectiveness
  • Pleasure principles: a review of research on hedonic consumption
  • An international analysis of emotional and rational appeals in services vs goods advertising