How do others feel about it? How emotional contagion via customer reviews influences consumer judgments


Konya-Baumbach, Elisa



URL: https://www.ama.org/events/academic/2022-ama-winte...
Additional URL: https://www.ama.org/wp-content/uploads/2022/02/202...
Document Type: Conference or workshop publication
Year of publication Online: 2022
Book title: 2022 AMA Winter Academic Conference : reconnecting and reconceiving the marketplace ; February 10-11, virtual ; February 18-20,Las Vegas, Nevada
The title of a journal, publication series: Proceedings / AMA Winter Academic Conference
Volume: 33
Page range: 262-264
Conference title: AMA Winter Academic Conference 2022
Location of the conference venue: Online (10.-11.02.2022) und Las Vegas, NV (18.-20.02.2022)
Date of the conference: 10.-11.02.2022 und 18.-20.02.2022
Place of publication: Evanston, IL ; Omaha, NE
Publishing house: American Marketing Association ; Curran
Publication language: English
Institution: Business School > ABWL, Marketing & Innovation (Kuester)
Subject: 330 Economics
Abstract: This study investigates whether emotional contagion via others' responses to a certain service or product as expressed in online customer reviews influences consumers’ assessment of the service or product. Second, it is assessed whether the influence of others’ feelings on consumer judgments is mediated via positive feelings of the consumers making these judgments. Third, the study examines whether this emotional contagion effect extends beyond experience goods to search goods. Lastly, the study tests whether the emotional contagion effect also occurs when customer reviews feature negative feelings.

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