What Happens in Vegas Stays on TripAdvisor? A Theory and Technique to Understand Narrativity in Consumer Reviews
S Ludwig, Tom Van Laer, Jennifer Edson Escalas, Ellis A Van Den Hende
Journal of Consumer Research | Oxford University Press (OUP) | Published : 2019
Many consumers base their purchase decisions on online consumer reviews. An overlooked feature of these texts is their narrativity: the extent to which they tell a story. The authors construct a new theory of narrativity to link the narrative content and discourse of consumer reviews to consumer behavior. They also develop from scratch a computerized technique that reliably determines the degree of narrativity of 190,461 verbatim, online consumer reviews and validate the automated text analysis with two controlled experiments. More transporting (i.e., engaging) and persuasive reviews have better-developed characters and events as well as more emotionally changing genres and dramatic event or..View full abstract
Awarded by Marketing Science Institute
The Marketing Science Institute financially supported part of this work through research grant 4000118.