Does expressing subjectivity in online reviews enhance persuasion?

• Published in: The Journal of consumer marketing Vol. 35; no. 4; pp. 403 - 413
• Main Authors: Liu, Stephanie Q, Ozanne, Marie, Mattila, Anna S
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 11-06-2018; Emerald Group Publishing Limited
• Subjects: Consumer behavior; Consumers; Consumption; Decision making; Gender; Language; Linguistics; Marketing; Objectivity; Perceptions; Persuasion; Purchase intention; Restaurants; Social networks; Studies; Subjectivity; Target markets; Gender; Digital marketing; Experimental design; Consumer behaviour; Hedonic and utilitarian consumption; Online reviews
• ISSN: 0736-3761; 2052-1200
• DOI: 10.1108/JCM-02-2017-2109

Purpose
People express subjectivity and objectivity in everyday communication, yet little is known about how such linguistic content affects persuasion in electronic word-of-mouth (eWOM). Drawing on the congruity theory and the selectivity model, the present study proposes that the effectiveness of subjectivity/objectivity expressions in an online review is contingent on whether the consumption experience is primarily hedonic or utilitarian, and whether the decision maker is a male or female. Furthermore, this study aims to examine the psychological mechanism that underlies the proposed effects.
Design/methodology/approach
This research used an experimental design to test the hypotheses. Four versions of online review stimuli were created. Participants were asked to read the online reviews and to complete a survey.
Findings
The findings indicate that expressing subjectivity (vs objectivity) in online reviews effectively boosts men’s purchase intention in the hedonic context and women’s purchase intention in the utilitarian context. Furthermore, the mediation analysis reveals that perceived relevance of the review is the psychological mechanism explaining the joint effects of linguistic style, consumption type and gender on purchase intention.
Originality/value
This research is the first to examine expressing subjectivity (vs objectivity) as a persuasion strategy in online reviews. Findings of this research add to the growing literature on linguistic effects in eWOM. Furthermore, this research deepens the understanding of conversational norms for hedonic vs utilitarian consumption in consumer-generated content and gender differences in processing online reviews.