题目：Express Yourself or Hold it In? Effects of Expressed Arousal on the Perceived Helpfulness of                                     Consumer Reviews
报告人：张晗副教授
时间:  2015年6月29日下午2:30-4:30
地点：西交大财经校区教学楼八楼学术报告厅
附张晗副教授简介:
任职于佐治亚理工学院商学院，德克萨斯大学奥斯汀分校电子商务研究中心的客座研究员，International Journal of Electronic Fiance (IJEF)的编委会成员, Journal of Database Management编辑评审委员会成员，电子商务研究>>的海外专家，电子商务国际学术会议的程序委员会委员，中美电子商务高级论坛的主要发起人之一。
 
摘要：We explore the impact of emotional arousal in a consumer review on reader perceptions of its helpfulness. Drawing from research on written communication and lay theories of emotion, we propose a nonlinear relationship in which additional arousal benefits perceived helpfulness substantially at lower levels of arousal, but becomes detrimental at higher levels. We identify two process variables that underlie this nonlinear effect perceptions of reviewer effort and rationality. To examine our proposals, we present a field study using Apple’s ‘App Store,’ a survey, and two laboratory experiments. Results support the proposed nonlinear effect, and demonstrate that the effect is stronger for: a) utilitarian product categories and b) readers who place high trust in the diagnostic value of feelings. By revealing a nuanced relationship between the emotional arousal of a review and perceptions of helpfulness, our findings offer useful implications for effective word-of-mouth communication.
 
 
 
科研办
2015年6月29日