How handwriting reduces negative online ratings

Tassiello, Vito; Viglia, Giampaolo; Mattila, Anna S.

doi:10.1016/j.annals.2018.05.007

Cited by 29 publications

(30 citation statements)

References 77 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Under this circumstance, the effect of handwriting and its mechanism may be similar to that of special fonts. Past research demonstrates that handwriting can create an individualized form of communications (Izadi & Patrick, 2019; Nezos, 1989; Wallner, 1975), promote haptic engagement (Izadi & Patrick, 2019), activate emotional empathy (Tassiello et al, 2018), and enhance product evaluation (Izadi & Patrick, 2019; Tassiello et al, 2018). Our research extends the relevant literature by suggesting important boundary conditions for these positive effects, such that handwriting may be especially effective when uniqueness is valued for a product category or when personalization is highly desirable in a marketing context.…”

Section: Discussionmentioning

confidence: 99%

“…Future research could also explore extending the findings about handwriting (e.g, Izadi & Patrick, 2019;Tassiello et al, 2018) to special fonts in general. Being more unique than a regular font, a handwritten font emulates a special font, such that the effects of one may be applicable to the other.…”

Section: Limitations and Future Directionsmentioning

confidence: 99%

“…For example, as a handwritten message elicits more emotional appeals (Tassiello et al, 2018) and greater haptic engagement (Izadi & Patrick, 2019), both of which positively affect consumer judgment, future research could investigate whether these effects can be replicated for special fonts in general. Moreover, Tassiello et al (2018) found that first-time buyers and leisure travelers, who are more sensitive to the emotional appeal of handwriting, appear more impressed by a handwriting message than repeat buyers and business travelers, respectively. Taken together, we assume that special fonts may be more effective for new customers than for repeat consumers and for personalized products than for standard products Although consumers may assume that they are immune to the influences of different types of fonts, our research suggests that fonts produce multiple surprising influences on consumer judgment and inference.…”

Section: Limitations and Future Directionsmentioning

confidence: 99%

See 2 more Smart Citations

Special fonts: The competing roles of difficulty and uniqueness in consumer inference

Han

Kardes

2020

Psychology and Marketing

View full text Add to dashboard Cite

The use of special fonts in marketing communications may have more complex effects than expected. This study examines multiple effects of special fonts and proposes boundary conditions for the effects. Special fonts are perceived as more unique and difficult to read than regular fonts. Five experimental studies show that whereas the perception of uniqueness decreases the awareness of missing information, leading to more favorable initial judgments but a higher likelihood of regret later, the perception of difficulty has the opposite effects. These competing effects are moderated by contextual cues that vary the salience of uniqueness versus difficulty associated with special fonts. Specifically, consumers are more influenced by the uniqueness of special fonts when they rate the degree of uniqueness before the degree of difficulty or when they evaluate a product category (e.g., a handmade item or a décor) that is generally expected to be unique. On the contrary, they are more influenced by difficulty when they rate difficulty first or when they evaluate a product category (e.g., "a tax preparation service") that is unexpected to be unique. Implications of the results for understanding the effects of fonts on information processing and consumer inference are discussed.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Limitations and Future Directionsmentioning

confidence: 99%

Section: Limitations and Future Directionsmentioning

confidence: 99%

See 1 more Smart Citation

Special fonts: The competing roles of difficulty and uniqueness in consumer inference

Han

Kardes

2020

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…In view of the social motivations that prompt consumers to use peer-to-peer accommodations, they might benefit from targeting social-oriented consumers and offering experiences that focus on human connections. Encoding more social and personal elements seems a likely future development for the traditional hospitality industry (Tassiello, Viglia, and Mattila 2018); recent hotel campaigns already have started emphasizing these social values (e.g., Marriott 2017).…”

Section: Discussionmentioning

confidence: 99%

Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue

García¹,

Gallego

Viglia³

et al. 2019

Journal of Travel Research

Self Cite

View full text Add to dashboard Cite

Online peer-to-peer platforms empower individual users and facilitate value-oriented exchanges. Personal profiles are the main point of contact with consumers on these platforms. Although individual sellers can use these profiles to market their own products, the optimal communication strategies that maximize their revenues remain uncertain. In line with construal-level theory, a self-presentation strategy that reduces social distance might increase sellers’ revenues. An empirical validation, based on 6,074 Airbnb listings, affirms that self-presentation that evokes social values leads to higher revenues. The length of the self-presentation also exerts a notable impact. Specifically, an inverted U-shaped effect on revenues reaches its peak at 424 words. This research has rich managerial implications, in that it demonstrates how sellers on peer-to-peer platforms can increase their revenues simply by emphasizing social values in their self-presentations.

show abstract

“…This will be detrimental to hotels because they might not be able to satisfy these expectations; therefore, customers will be dissatisfied with their hotel experience. There are better ways to improve the hotel ratings such as training the staff on emotional intelligence (Koc and Boz, 2019), answering the online reviews of previous guests (Wei et al, 2013), encouraging guests to handwrite their opinions as it is demonstrate that subsequent ratings are better if the opinion has been previously handwritten (Tassiello et al, 2018).…”

Section: Managerial Implicationsmentioning

confidence: 99%

Online travel review rating scales and effects on hotel scoring and competitiveness

Martín-Fuentes¹,

Mellinas

Parra-López

2020

View full text Add to dashboard Cite

Purpose The purpose of this paper is to determine whether different scales and ways to collect reviews and ratings found on online travel agencies (OTAs) can affect hotels, and whether hotels obtain the same or different evaluations. Design/methodology/approach Hotel ratings from five OTAs in four European markets were collected and compared in pairs. An initial comparison was made with the hotel scores of each OTA to show what a typical user would see. Then, a rescaled score (0-10) was used to compare all the OTA scales appropriately and to distinguish between what customers observe and what the reality is. Findings The results reveal that Booking.com that uses a scale (2.5-10) and Agoda with a scale (2-10) seem to give higher rating scores than Atrapalo (1-10), Travel Republic (0-10) and hotel reservation service (1-10). However, when the scores are rescaled (0-10), the worst ratings are found on Booking.com followed by Agoda. Practical implications OTAs should include, next to the scores, the scale used to rate hotels so as to provide users with better and clearer information. Moreover, rating questionnaires should match the verbal denominations with their numerical values to avoid biased ratings. Social implications OTAs and hotel managers are losing information provided by customers because customers are not aware of the scale when rating hotels. Moreover, hotel ratings are used by potential customers to obtain a clearer image of an establishment. However, if some hotels are being overrated by some scales, customers might have higher expectations, which may not be met. Originality/value The unique rating scales of Booking.com and Agoda provide additional insights into their hotel evaluations, which seem to be apparently higher when in fact they are not.

show abstract

How handwriting reduces negative online ratings

Cited by 29 publications

References 77 publications

Special fonts: The competing roles of difficulty and uniqueness in consumer inference

Special fonts: The competing roles of difficulty and uniqueness in consumer inference

Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue

Online travel review rating scales and effects on hotel scoring and competitiveness

Contact Info

Product

Resources

About