Journal of the Academy of Marketing Science

, Volume 46, Issue 6, pp 1032–1051 | Cite as

The emotional review–reward effect: how do reviews increase impulsivity?

  • Scott MotykaEmail author
  • Dhruv Grewal
  • Elizabeth Aguirre
  • Dominik Mahr
  • Ko de Ruyter
  • Martin Wetzels
Original Empirical Research


A growing reliance on customer reviews prompts firms to develop strategies to encourage customers to post online reviews of their products. However, little research investigates the behavioral consequences of writing a review. The act of sharing personal opinions through reviews is a rewarding experience and makes customers feel socially connected. With an application of reverse alliesthesia theory, the current study predicts that such rewarding experiences drive online reviewers to seek other rewards, such as impulsive buying. Three lab-based and two field studies demonstrate such an emotional review–reward effect: sharing emotional information in the public realm of customer reviews, rather than forming similar opinions privately, drives participants to make more impulsive buying decisions.


Reverse alliesthesia Impulsivity Reward Online reviews 



The data collection and analysis was handled by the first and third authors. The authors appreciate the helpful comments of Tana Luger.


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Copyright information

© Academy of Marketing Science 2018
corrected publication June/2018

Authors and Affiliations

  • Scott Motyka
    • 1
    Email author
  • Dhruv Grewal
    • 2
  • Elizabeth Aguirre
    • 3
  • Dominik Mahr
    • 4
  • Ko de Ruyter
    • 5
    • 6
  • Martin Wetzels
    • 7
    • 8
  1. 1.Keck Graduate InstituteClaremontUSA
  2. 2.Department of MarketingBabson CollegeBabson ParkUSA
  3. 3.Doriel JuvenileMaastrichtThe Netherlands
  4. 4.Department of Marketing and Supply Chain ManagementMaastricht UniversityMaastrichtThe Netherlands
  5. 5.Cass Business SchoolCity University LondonLondonUK
  6. 6.UNSW Business School, UNSW SydneySydneyAustralia
  7. 7.Department of Marketing and Supply Chain ManagementMaastricht UniversityMaastrichtThe Netherlands
  8. 8.Waikato Management School, The University of WaikatoWaikatoNew Zealand

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