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

  • Original Empirical Research
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Abstract

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.

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Similar content being viewed by others

Notes

  1. The audience and review type manipulation were: We would like you to write down your objective [personal] assessment of the short video biography on the space below. Comment about the quality of the sound, the editing, the length, and the content. As you write, do not let your personal feelings or opinions influence your factual assessment of the video. [Comment about how the film made you feel and what thoughts went through your head as you watched the clip. As you write, let your personal feelings and opinions guide your personal assessment of the video.] This will help you reflect on your experience, which is required for the next task. No one, not even the experimenters, will see what you have written. [Your review of the video will be shared with members of the film academy at our university. This will help them understand the importance of composition on various types films.] Please spend at least 3 min to write the assessment. After this time, you will be able to proceed to the next page.

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Acknowledgements

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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Authors and Affiliations

  1. Keck Graduate Institute, 535 Watson Dr, Claremont, CA, 91711, USA

    Scott Motyka

  2. Department of Marketing, Babson College, 213 Malloy Hall, Babson Park, MA, 02457, USA

    Dhruv Grewal

  3. Doriel Juvenile, Maastricht, The Netherlands

    Elizabeth Aguirre

  4. Department of Marketing and Supply Chain Management, Maastricht University, Tongersestraat 53, 6211, LM, Maastricht, The Netherlands

    Dominik Mahr

  5. Cass Business School, City University London, 106 Bunhill Row, EC1Y 8TZ, London, UK

    Ko de Ruyter

  6. UNSW Business School, UNSW Sydney, Sydney, Australia

    Ko de Ruyter

  7. Department of Marketing and Supply Chain Management, Maastricht University, Tongersestraat 53, 6211, LM, Maastricht, The Netherlands

    Martin Wetzels

  8. Waikato Management School, The University of Waikato, Waikato, New Zealand

    Martin Wetzels

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  1. Scott Motyka
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Correspondence to Scott Motyka.

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Motyka, S., Grewal, D., Aguirre, E. et al. The emotional review–reward effect: how do reviews increase impulsivity?. J. of the Acad. Mark. Sci. 46, 1032–1051 (2018). https://doi.org/10.1007/s11747-018-0585-6

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