Misreading of consumer dissatisfaction in online product reviews: Writing style as a cause for bias
Misreading of consumer dissatisfaction in online product reviews: Writing style as a cause for bias
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DOI：
10.1016/j.ijinfomgt.2017.10.009
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发表时间：
2018-02-01
影响因子：
21
通讯作者：
Coussement, Kristof
中科院分区：
文献类型：
--
作者：
Antioco, Michael;Coussement, Kristof
本研究增进了我们对管理者误读负面网络评论的理解。我们的研究结果来自1014份书面在线评论和507位经验丰富的营销经理的样本。通过建立在判断偏见的文献和心理测量语言风格的分析，我们发现几个关键的结果，最终可以有助于更有效的信息管理营销决策。当消费者使用更多的认知语言标记（洞察力和差异词）和更多的第三人称代词（即，未定义的社会参考）。因果关系词和将来时态的使用存在反比关系（即，行为意图），因为管理者往往低估了在这些条件下的情况的严重性。评论中积极和消极情绪的表达不会显着影响经理对负面评论的解读。此外，更有经验的管理者和女性管理者更善于识别负面评论，而更长的消费者评论使管理者更难以正确识别负面评论。
This study improves our understanding of managers' misreading of negative online reviews. Our findings are derived from a sample of 1014 written online reviews and 507 experienced marketing managers. By building on the judgment-bias literature and psychometric language-style analysis, we find several key results that can ultimately contribute to more effective information management for marketing decisions. Managers tend to better interpret negative reviews when consumers use more cognitive language markers in the form of insight and discrepancy words and more third-person pronouns (i.e., undefined social referents) in their reviews. The inverse relationship exists for the use of causality words and future tenses (i.e., behavioral intentions), as managers tend to underestimate the gravity of the situation under these conditions. Expressions of positive and negative emotions in reviews do not significantly affect managers' readings of negative reviews. Furthermore, more experienced managers and female managers are better at identifying negative reviews, and longer consumer reviews make it more difficult for managers to correctly identify negative reviews.