Social Functions of Anger: A Competitive Mediation Model of New Product Reviews

Abstract

Negative online product reviews generated by current users can influence potential adopters' new product evaluation and set up diffusion barriers. Integrating the social functions of emotion theory with the innovation diffusion context, this research proposes that the emotional intensity expressed in angry online reviews influences potential adopters' new product evaluation through two competitive routes (i.e., in an opposite direction): perceived problem seriousness in the review and perceived rationality of the reviewer, thus establishing two simultaneous mediations in the conceptual framework. Furthermore, this research suggests that the two mediations are moderated by product innovativeness. This investigation was completed in three experiments with consumers recruited via Amazon Mechanical Turk (MTurk). Study 1 manipulated anger intensity in two levels expressed in a single negative review, using a smartphone as the reviewed new product. Study 2 employed a multi‐review setting, including negative, neutral, and positive reviews, using an E‐reader as the reviewed new product. The multi‐review setting was also adopted in Study 3, where three levels of anger were manipulated. Three studies adopted an incrementally versus really new product version to manipulate innovativeness. Combined findings of the three studies support the proposed dual mediation processes. In addition, results show that the mediation effect of problem seriousness in the review is stronger for a really new product than an incrementally new product. This research extends the underpinning of innovation diffusion literature and provides managerial implications for new product launch management. First, it identifies that anger intensity expressed in a new product review socially influences a potential adopter's concurrent appraisals of the reviewed product and the reviewer. The two appraisal routes mediate the impact of anger intensity on new product evaluation in opposite directions. Second, the research explores and identifies which mediation route is more influential on new product evaluation when product innovativeness varies.

The interpersonal effects of distinct emotions in online reviews

“…In consumer settings, angry consumers are perceived to be uncivil and to make suboptimal decisions (Bechwati & Morrin, 2003), and may thus often be perceived as irrational in social consumer settings. As noted above, when anger is expressed in an online review, consumers are likely to attribute the emotion to the irrationality of the reviewer (Kim & Gupta, 2012;Li & Zhan, 2011;Xiao et al, 2018). In line with such research (Folse et al, 2016;Kim & Gupta, 2012;Li & Zhan, 2011;Xiao et al, 2018), this perception may lead consumers to judge the review less informative.…”

“…As noted above, when anger is expressed in an online review, consumers are likely to attribute the emotion to the irrationality of the reviewer (Kim & Gupta, 2012;Li & Zhan, 2011;Xiao et al, 2018). In line with such research (Folse et al, 2016;Kim & Gupta, 2012;Li & Zhan, 2011;Xiao et al, 2018), this perception may lead consumers to judge the review less informative. Compared to anger, disappointment has been shown to leave a more positive impression on others (Wubben et al, 2009), and to be perceived as less aggressive uncivil (Van Dijk &Zeelenberg, 2002a).…”

“…Kim and Gupta (2012) reasoned that if consumers attribute emotions to the reviewer's personal disposition rather than to the service or product reviewed, they may interpret them as indicators of irrationality or weak selfcontrol, making the review less informative. Previous studies examining the role of perceived rationality in the interpersonal effects of emotions have focused exclusively on anger and happiness (Folse et al, 2016;Kim & Gupta, 2012;Li & Zhan, 2011;Xiao et al, 2018) and have shown that angry reviewers (and not happy reviewers) are considered irrational, which reduces the informative value of the review. The current research extends this work by also examining how other emotional expressions (e.g.…”

“…In this respect, it is important to investigate the role of the perceived appropriateness of the emotional expression, since in many cases the evaluation of an emotional expression is determined by its contextual appropriateness (for recent reviews, see Cheshin, 2020;Geddes & Lindebaum, 2020). Previous research on the interpersonal effects of emotions in online reviews has already argued that the perceived appropriateness of the emotion is an important underlying mechanism (Kim & Gupta, 2012;Xiao et al, 2018), but no research to date has empirically tested its role. According to the Emotion as Social Information (EASI) model by Van Kleef (2009), emotional expressions affect others via inferential processes (i.e.…”

Emotions in Online Content Diffusion

“…Online content with anxiety is often perceived as more helpful and valuable, because anxiety indicates a higher level of writer's cognitive efforts (Yin et al 2014). In contrast, anger leads to a lower level of perceived rationality of writers (Xiao et al 2018). The perceived helpfulness of content may increase readers' intentions to share (Cheung et al 2013).…”