Linguistic Similarity between Product Reviews and Attitude Certainty of their Writers and Readers

43 Pages Posted: 16 Jul 2018 Last revised: 7 Oct 2019

See all articles by Ann Kronrod

Ann Kronrod

Manning School of Business, University of Massachusetts, Lowell

Yakov Bart

Northeastern University - D'Amore-McKim School of Business

Date Written: October 7, 2019

Abstract

Marketers actively solicit reviews from customers who used their products, and consumers interested in learning more about the products often rely on these reviews to form their attitudes. This paper discovers and examines an asymmetry in the relation between similarity of the language of product reviews and attitude certainty, investigating both review writers and readers. We show that review writers who are more certain in their attitudes towards the product are more likely to generate reviews that are linguistically different from other reviews. Conversely, we find that readers of linguistically different product reviews become less certain about the product, compared with readers of similar reviews. We test the mediating role of need for validation in this process, discuss managerial and theoretical consequences of this asymmetry, test the effect of grouping reviews by linguistic similarity, and demonstrate how such grouping may benefit both firms and consumers.

Keywords: Language Similarity, Attitude Certainty, Product Review, Word of Mouth

Suggested Citation

Kronrod, Ann and Bart, Yakov, Linguistic Similarity between Product Reviews and Attitude Certainty of their Writers and Readers (October 7, 2019). Available at SSRN: https://ssrn.com/abstract=3194326 or http://dx.doi.org/10.2139/ssrn.3194326

Ann Kronrod (Contact Author)

Manning School of Business, University of Massachusetts, Lowell ( email )

1 University Ave
Lowell, MA 01854
United States

Yakov Bart

Northeastern University - D'Amore-McKim School of Business ( email )

Boston, MA 02115
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
51
Abstract Views
334
rank
423,280
PlumX Metrics