Researchers at The University of Adelaide and Edith Cowan University verified this effect via their analysis of 23,046 reviews of and sales revenues for 80 Hollywood movies which the researchers selected for having emotional scenes and memorable characters.
The researchers’ explanation of this effect starts with acknowledging how past studies find that consumers are more likely to express positive than negative emotions in item reviews they post, but negative emotions expressed in reviews have a greater influence than positive emotions on the purchase decisions of review readers. Negative reviews tend to be more interesting to readers.
When there’s a higher number of negative reviews, the review reader becomes more likely to carefully analyze the arguments of the reviews and therefore spot any flaws in the arguments. Further, any reader who has seen the movie and identifies with it will feel threatened by a large number of critical comments, leading to that reader wanting to post a positive review. Related to these explanations, bad publicity attracts attention, which can stimulate consumers’ interest in checking the movie for themselves.
To make positives about a movie more interesting, researchers suggest that promotions incorporate emotional wording such as lovely story, beautiful scenery, and nonstop action. Emotion does sell, although I do predict that with the burgeoning use of AI shopping agents—in which the consumer delegates item choice to a set of algorithms—emotional appeals will be less successful in marketing.
Another takeaway from this study is that you can safely toss away any overconcern about negative reviews on Rotten Tomatoes and other movie review sites when you’re marketing a flick, TripAdvisor and other lodging review sites when you’re marketing your hotel, and Yelp and other general review sites whatever you’re marketing. Beyond a certain quantity, negative reviews set off a balancing loop which ironically increases positive attitudes toward an offering. Along with this, respond selectively to negative reviews, attending just to those containing exclamation points, emoticons, or all caps.
Actually, you might want to toss out into your audience of prospective purchasers a few rotten tomatoes of negative reviews, with your objective being to stimulate that audience to counter the negative via their own positive reviews or to try a sample for themselves.
Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.
Click for more…
Respond Selectively to Negative Reviews
Image at top of post based on photo by Engin Akyurt from Pexels
No comments:
Post a Comment