The DOI matches its Crossref record; 10 of the 10 references it cites were found in a registry or an index.
“Wii Will Rock You!” The Use and Effect of Figurative Language in Consumer Reviews of Hedonic and Utilitarian Consumption
Abstract
Figurative language in advertising affects product attitudes positively across contexts. In contrast, the present research demonstrates that the use and effectiveness of figurative language in consumer-generated content is context specific, because of conversational norms unique to this form of communication. Study 1 shows that consumer reviews containing more figurative language lead to more favorable attitudes in hedonic, but not utilitarian, consumption contexts, and that conversational norms about figurative language govern this effect. Study 2 reveals that reading a review containing figurative language increases choice of hedonic over utilitarian options. Finally, via analysis of online consumer reviews and a lab experiment, studies 3 and 4 indicate that consumers use figurative language more when sharing experiences about hedonic than utilitarian consumption, and that review extremity influences figurative language use only in reviews of hedonic consumption. The studies highlight the critical role of conversational norms in interpreting and creating user-generated content.
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Measuring the hedonic and utilitarian dimensions of consumer attitude
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Cited by
Villarroel Ordenes, F., Ludwig, S., de Ruyter, K., Grewal, D., & Wetzels, M. (2017) · Journal of Consumer Research · doi:10.1093/jcr/ucw070 · Cited by 245
Gretry, A., Horváth, C., Belei, N., & van Riel, A. C. R. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2017.01.012 · Cited by 229
Textual paralanguage and its implications for marketing communications
Luangrath, A. W., Peck, J., & Barger, V. A. (2017) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2016.05.002 · Cited by 221
Metadata
- Authors
- Kronrod, A., & Danziger, S.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2013-12-01
- Volume
- 40
- Issue
- 4
- Pages
- 726-739
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2093021368
- Cited by
- 294
- References
- 10
- FWCI
- 29.88
- Type
- journal article
- Language
- en
- Open access
- closed
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