The Enhancing Versus Backfiring Effects of Positive Emotion in Consumer Reviews
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DOI: 10.25384/sage.c.4849116.v1
Abstract: Researchers, marketers, and consumers often believe that amplifying emotional content is impactful for the spread of information and purchasing decisions. However, there is little systematic invest... read more here.
Keywords: emotion consumer; backfiring effects; versus backfiring; positive emotion ... See more keywords