Essay
Do humor and emotions hinder reviews’ trustworthiness?
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Essay of 2 pages for the course Emotions And Rationality In Economic Behaviour at UL (Discussion Essays)
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Student: Camilla Tepin RizziStudent number: 2253488
Seminar number: 4
Seminar instructor: Ruthie Pliskin
Word count essay 1:
Word count essay 2:
Discussion Essay 1: Do humor and emotions hinder reviews’ trustworthiness?
Humorous complaints towards products often hinder the dissatisfied tone of the
review, resulting in lessened assistance and behaviours to redirecting the issues (McGraw,
Warren & Kann, 2015). Nonetheless, the effect reverses in the context of positive reviews, in
which humor obstructs the positiveness willing to be expressed with the review.
Emotion can also alter the way reviews come across, impacting later product
evaluations: Kim and Gupta (2012) found that people tend not to give weight to others’
reviews when emotional items are present in negative reviews; however, positive emotions
within a positive product review did not change the way people felt about the product even if
the positive feelings were attributed to the product. Conversely, mixed positive and negative
reviews (with their respective positive and negative emotions) were more valued as
informative source to generate an attitude towards the product in question in electronic word-
of-mouth (eWOM) context.
Discussion Essay 2:
“Betray” a loyal costumer and war will take set. The costumers who are the most
loyal are also the ones most likely to react to dissatisfaction with retaliation and
compensation demands (Gregoire & Fisher, 2008). What causes them to proclaim war and
what could prevent them from doing so? Bougie, Pieters and Zeelenberg (2003) found that
disappointment is driven by an “information seeking response”, while anger is rather resulted
when the causes of letdown are acknowledged.
What makes loyal customers differ from average ones might be their superior
expectations about products. This could direct why they might be prone towards anger and
harsh feelings, as opposed to experiencing disappointment only, when encountering
dissatisfaction.
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