Computer-mediated persuasion in online reviews: Statistical versus narrative evidence

Hong, Seoyeon; Park, Hee Sun

doi:10.1016/j.chb.2011.12.011

Cited by 79 publications

(54 citation statements)

References 48 publications

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“…Despite the apparent simplicity of this question, years of empirical research on narrative have yielded a largely inconsistent literature. Whereas some studies have found that exposure to a narrative affects an individual's beliefs and attitudes such that they align with the espoused viewpoints (Lee & Leets, 2002), others have suggested that there is little evidence of a relationship between narrative communication and persuasion (Hong & Park, 2012). Further complicating efforts to determine the persuasive impact of narratives are the methods with which many researchers have drawn their conclusions.…”

Section: The Persuasive Efficacy Of Narrativesmentioning

confidence: 97%

The utility of narratives for promoting radicalization: The case of the Animal Liberation Front

Braddock

2014

Dynamics of Asymmetric Conflict

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Although terrorism scholars have begun to recognize the role of communication in the promotion of radicalization, there have been few (if any) studies to explore the radicalizing effects of specific types of communication. To redress this oversight, this study seeks to investigate one of the most prevalent types of communication used by terrorist groupsnarratives. Specifically, this study features a theme analysis of narratives disseminated by a specific terrorist group, the Animal Liberation Front (ALF), and a discussion of the ways in which the ALF's narrative themes may promote the adoption of beliefs, attitudes, and intentions that are consistent with the group's ideology. Results demonstrate that the ALF narratives are primarily comprised of 10 themes that may promote radicalization through identification with story characters, elicitation of emotional responses, and distinction of in-groups and out-groups. Future avenues of research, including the development of counter-narratives, are also discussed.

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Section: The Persuasive Efficacy Of Narrativesmentioning

confidence: 97%

The utility of narratives for promoting radicalization: The case of the Animal Liberation Front

Braddock

2014

Dynamics of Asymmetric Conflict

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“…Objectivity effects. Third, several studies have investigated the effect of online review attributes, which are related to classifying reviews based on their characteristics such as objective vs subjective, factual vs non-factual, attribute-vs benefit-centric, and/or satistical vs narrative information (Bickart and Schindler, 2001;Klein and Ford, 2003;Hong and Park, 2012;Park and Kim, 2008). Objective information includes factual, attribute centric, and statistical reviews and is characterized as factual, statistical, and search-type information such as prices, product specifications, usage rate, etc.…”

Section: Effects Of Valence and Attributes Of E-wommentioning

confidence: 99%

“…Previous studies have shown that WOM communication, which is defined as interpersonal communication about products and services among consumers, affects the message effectiveness, and evaluations of reviewed goods (Bone, 1992;Hong and Park, 2012;Harrison-Walker, 2001;Herr et al, 1991;Park and Kim, 2008). Development of network technology and ubiquitous distribution of the internet have transformed traditional face-to-face WOM communication into computer-mediated WOM (e-WOM) communication.…”

Section: Introductionmentioning

confidence: 99%

“…Previous studies have demonstrated that characteristics of reviews such as valence and/or objectivity of the reviews produce differences in persuasion and product evaluation (Hong and Park, 2012;Lee and Koo, 2012). However, they neglected to investigate combined effects created by these review characteristics such as valence and objectivity.…”

Section: Introductionmentioning

confidence: 99%

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Combined effects of valence and attributes of e-WOM on consumer judgment for message and product

2015

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to propose a model to test whether the combined effects of valence and objectivity/subjectivity of online review have an effect on consumer judgment and whether e-WOM platforms have a moderating effect. Design/methodology/approach -In total, 480 respondents participated in online experiments with a four (positive+objective, positive+subjective, negative+objective, and negative+subjective online review) by two (marketer-generated vs consumer-generated brand community web sites) between subject design. Findings -The experiment showed that: an objective negative online review was rated higher in terms of message usefulness compared to the other types of online reviews; positive reviews, whether they are objective or subjective, were rated higher in terms of attitudes toward and intention to purchase the reviewed product, and the effects of online reviews moderated by e-WOM platforms on consumer judgment were supported.Research limitations/implications -The present study, based on an established theoretical foundation, will help the research community to gain a deeper understanding of the combined effects of online review valence and attributes on consumer judgment and whether user-generated web community is better for consumers to consult product experience. Practical implications -The findings of this study can provide interested firms with useful strategies and tactics to enhance users' acceptance of online reviews in terms of who operates the web sites. Originality/value -With increasing use of consumers' online reviews, the present study proposed and tested a comprehensive research model integrating both the valence and objectivity/subjectivity of online review, which has rarely been addressed in previous research.

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“…Although there is a rich, and largely consistent, literature on the effect of narrative messages in other areas of social science such as marketing and consumer behavior (Adaval & Wyer, 1998;Escalas, 2004Escalas, , 2007Hong & Park, 2012;Polyorat, Alden, & Kim, 2007;Wentzel, Tomczak, & Herrmann, 2010), there is less evidence about how narratives impact decisions about our health. Furthermore, the existing evidence is mixed with regard to (a) whether narratives have any effect on health care decisions and (b) whether their impact is positive or negative.…”

mentioning

confidence: 97%

The Effect of Narrative Information in a Publicly Available Patient Decision Aid for Early-Stage Breast Cancer

Shaffer

Tomek

Hulsey

2013

Health Communication

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This study was designed to (1) evaluate the effect of narratives used in a popular, publicly available patient decision aid for early-stage breast cancer on hypothetical treatment decisions and attitudes toward the decision aid and (2) explore the moderating effects of participant numeracy, electronic health literacy and decision-making style. Two hundred women were asked to imagine that they had been diagnosed with early-stage breast cancer and viewed one of two versions of a video decision aid for early-stage breast cancer. The narrative version of the aid included stories from breast cancer survivors; the control version had no patient stories. After viewing the video decision aid, participants made a hypothetical treatment choice between lumpectomy with radiation and mastectomy, answered several questions about their decision, and evaluated the quality of the decision aid. Participants received $100 for completing the study. The two conditions differed in their motivations for the treatment decision and perceptions of the aid's trustworthiness and emotionality but showed no differences in preferences for surgical treatments or evaluations of the decision aid's quality. However, the impact of patient narratives was moderated by numeracy and electronic health literacy. Higher levels of numeracy were associated with decreased decisional confidence and lower ratings of trustworthiness for the decision aid in the narrative video condition but not in the control video condition. In contrast, higher levels of electronic health literacy were associated with increased decisional confidence and greater perceptions of trustworthiness and credibility of the decision aid in the narrative video condition but not the control video condition.

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Computer-mediated persuasion in online reviews: Statistical versus narrative evidence

Cited by 79 publications

References 48 publications

The utility of narratives for promoting radicalization: The case of the Animal Liberation Front

The utility of narratives for promoting radicalization: The case of the Animal Liberation Front

Combined effects of valence and attributes of e-WOM on consumer judgment for message and product

The Effect of Narrative Information in a Publicly Available Patient Decision Aid for Early-Stage Breast Cancer

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