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How reviewers’ use of profanity affects perceived usefulness of online reviews

Author

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  • Michael Hair

    (Southern Illinois University Edwardsville)

  • Timucin Ozcan

    (Rollins College)

Abstract

This research explores the effects of profanity on perceptions of online reviews’ usefulness. Based on the prior research that described asymmetric attribution effects, we predict that when consumers see profanity in an online review, their reactions differ depending on the valence of the review. Specifically, when profanity is used in a negative review, it should reduce review usefulness because of decreased perceived reviewer objectivity. Among positive reviews, profanity increases review usefulness through greater perceived reviewer credibility. Through analysis of Yelp data, we show that the effect of profanity on usefulness depends on review valence. Experimentally, we demonstrate the opposing mediating effects of perceived objectivity and credibility on the usefulness of the review.

Suggested Citation

  • Michael Hair & Timucin Ozcan, 2018. "How reviewers’ use of profanity affects perceived usefulness of online reviews," Marketing Letters, Springer, vol. 29(2), pages 151-163, June.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:2:d:10.1007_s11002-018-9459-4
    DOI: 10.1007/s11002-018-9459-4
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    References listed on IDEAS

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    1. Dahl, Darren W. & Frankenberger, Kristina D. & Manchanda, Rajesh V., 2003. "Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 268-280, September.
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    4. Kim, Junyong & Gupta, Pranjal, 2012. "Emotional expressions in online user reviews: How they influence consumers' product evaluations," Journal of Business Research, Elsevier, vol. 65(7), pages 985-992.
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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. Ifie, Kemefasu, 2020. "Excellent Product … But Too Early to Say: Consumer Reactions to Tentative Product Reviews," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 35-51.
    3. Zheng, Lili, 2021. "The classification of online consumer reviews: A systematic literature review and integrative framework," Journal of Business Research, Elsevier, vol. 135(C), pages 226-251.
    4. Ravula, Prashanth & Jha, Subhash & Biswas, Abhijit, 2022. "Relative persuasiveness of repurchase intentions versus recommendations in online reviews," Journal of Retailing, Elsevier, vol. 98(4), pages 724-740.

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