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

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dc.contributor.authorSeptianto F
dc.contributor.authorChoi J
dc.contributor.authorKemper, Joya A.
dc.date.accessioned2023-07-26T03:45:56Z
dc.date.available2023-07-26T03:45:56Z
dc.date.issued2020en
dc.date.updated2022-10-09T22:22:38Z
dc.description.abstractPrior 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.en
dc.identifier.citationSeptianto F, Kemper JA, Choi J (2020). The power of beauty? The interactive effects of awe and online reviews on purchase intentions. Journal of Retailing and Consumer Services. 54. 102066-102066.en
dc.identifier.doihttp://doi.org/10.1016/j.jretconser.2020.102066
dc.identifier.issn0969-6989
dc.identifier.urihttps://hdl.handle.net/10092/105770
dc.languageen
dc.language.isoenen
dc.publisherElsevier BVen
dc.rightsAll rights reserved unless otherwise stateden
dc.rights.urihttp://hdl.handle.net/10092/17651en
dc.subjectaween
dc.subjectonline reviewen
dc.subjectbeautyen
dc.subjectadvertisingen
dc.subject.anzsrc1503 Business and Managementen
dc.subject.anzsrc1505 Marketingen
dc.subject.anzsrc1506 Tourismen
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketingen
dc.titleThe power of beauty? The interactive effects of awe and online reviews on purchase intentionsen
dc.typeJournal Articleen
uc.collegeUC Business School
uc.departmentManagement, Marketing and Entrepreneurship
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