We examine how different product reviewing processes may influence the review content. We suggest that a narrative review process is more likely to induce polarized valence content than a pros-cons review process. We suggest that this is because of the activation of self-enhancement goal under a narrative review process.
|Publication status||Published - 1 Oct 2015|
|Event||46th Association for Consumer Research Annual Conference 2015 - New Orleans Riverside, New Orleans, United States|
Duration: 1 Oct 2015 → 4 Oct 2015
|Conference||46th Association for Consumer Research Annual Conference 2015|
|Abbreviated title||46th Annual ACR Conference|
|Period||1/10/15 → 4/10/15|
|Other||Association for Consumer Research|
LI, C., & CHEN, Y-J. (2015). Does Review Structure Matter? How Narrative or Pros-Cons Review Influences Review Content. Abstract from 46th Association for Consumer Research Annual Conference 2015, New Orleans, United States.