Title: Expressed Anger in Online Reviews: Unhelpful but Persuasive?

Speaker: Dezhi (Denny) Yin, The University of South Florida

Time: Monday, 20 May, 13:30-15:00

Location: Room 216, Guanghua Building 2

Abstract:

The expression of anger is very common in online reviews but has received little prior attention. Building on the reverse appraisal model of emotions, we propose that although expressions of anger in a negative online review tend to decrease reader perceptions of review helpfulness, the same expressions tend to increase the negative influence of the review on reader attitudes and decisions. Results from multiple laboratory experiments provide consistent support for our claims. By challenging the assumption that reviews deemed more “helpful” by consumers are ultimately more persuasive, our findings enhance current understanding of the interpersonal effects of emotion in online communication. They suggest important implications for the design of online review platforms and for service providers, marketers, and manufacturers faced with the task of managing online reviews.

Introduction:

Dezhi (Denny) Yin is an assistant professor in the Information Systems and Decision Sciences Department at the University of South Florida. He earned a PhD in IT management from the Georgia Institute of Technology, and studied at Peking University and Shandong University. His research interests include user-generated content (e.g. online reviews, social media and crowdfunding), emotional expression in online communications and cognitive biases in human-computer interaction. His research has appeared in journals such as the MIS Quarterly, Information Systems Research, Journal of Marketing Research, and Academy of Management Journal. His “Anxious or Angry?” paper published in MIS Quarterly 2014 received the prestigious Emerald Citation of Excellence Award for 2017. He also received the Outstanding Reviewer of the Year Award from MIS Quarterly in 2018.

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