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The power of beauty? The interactive effects of awe and online reviews on purchase intentions

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  • Septianto, Felix
  • Kemper, Joya A.
  • Choi, Jinyoung (Jane)

Abstract

Prior research has established that online consumer reviews can have significant influences on the evaluations of a product or a service. In particular, studies show that negative (vs. positive) reviews lead to unfavorable evaluations because they heighten purchase risk. The present research seeks to examine a contextual cue that can alleviate this potential problem. Across three studies, this research demonstrates how the emotion of awe – elicited by a beautiful product in the advertisement – can reduce the perception of purchase risk, leading to favorable consumer evaluations of a product or service even though it has negative reviews. The implications of this research are beneficial for advertisers by highlighting the potentials of eliciting awe (e.g., by utilizing beauty) in their advertisements.

Suggested Citation

  • Septianto, Felix & Kemper, Joya A. & Choi, Jinyoung (Jane), 2020. "The power of beauty? The interactive effects of awe and online reviews on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919313189
    DOI: 10.1016/j.jretconser.2020.102066
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    References listed on IDEAS

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    Cited by:

    1. Shawn Berry, 2024. "Fake Google restaurant reviews and the implications for consumers and restaurants," Papers 2401.11345, arXiv.org, revised Apr 2024.
    2. Septianto, Felix & Ye, Sheng & Northey, Gavin, 2021. "The effectiveness of advertising images in promoting experiential offerings: An emotional response approach," Journal of Business Research, Elsevier, vol. 122(C), pages 344-352.
    3. Zheng Zhang & Xuexin Li, 2024. "Does dispositional awe promote customer citizenship behaviours? The multiple mediating effects of construal level and social connectedness," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    4. Jianbin Zhao & Zheng Li & Guobao Xiong, 2022. "Triggers and Consequences of Awe in Online Brand Community," SAGE Open, , vol. 12(2), pages 21582440221, May.
    5. Le, Loc Tuan & Ly, Pham Thi Minh & Nguyen, Nhan Thanh & Tran, Lobel Trong Thuy, 2022. "Online reviews as a pacifying decision-making assistant," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Kautish, Pradeep & Purohit, Sonal & Filieri, Raffaele & Dwivedi, Yogesh K., 2023. "Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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