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Anger in Consumer Reviews : Unhelpful but Persuasive?

Yin, Dezhi - 2020

A common assumption in prior research and practice is that more helpful online reviews will exert a greater impact on consumer attitudes and purchase decisions. We suggest that this assumption may not hold for reviews expressing anger. Building on Emotions as Social Information (EASI) theory, we...

Persistent link: https://www.econbiz.de/10012835505