Effects of online consumer reviews' valence on users' experience: A neuromarketing experiment

C. Herrando, J. Jimenez, M. J. Martín, Efthymios Constantinides, J.W. van 't Klooster, P.J.H. Slijkhuis

Research output: Contribution to conferencePaperAcademicpeer-review

Abstract

Digital platforms, such as social commerce websites, allow users to buy, interact and socialize anytime and anywhere. In this environment, users’ experience and purchase decision-making process is impacted by the online information of the websites, most part of it generated and shared by other users. Therefore, online consumer reviews (OCR) have a valence –positive, negative or neutral– based on users’ experience. According to Emotional Contagion theory, states of mood can be transferred from one person to the other. Hence, users’ previous experiences through OCR valence could affect other users’ states of mind. With the purpose of boosting positive optimal experiences based on Flow theory, this research main objective is to analyze how OCR valence (mainly positive, mainly negative, balanced valence and neutral OCR) can lead to different states of mind (boredom, anxiety, flow and apathy). This research is split into two studies. Study 1 collected data about how individuals use and check OCR, in order to explore users’ perception and help to design study 2. Study 2 presents a neuro-physiological experiment through biosensors recordings to measure heart rate variability (HRV) and galvanic skin response, and electroencephalogram recording (EEG). The data from the experiment are already collected and currently being analyzed.
Original languageEnglish
Publication statusAccepted/In press - 2019
Event15th Annual NeuroPsychoEconomics Conference 2019 - LUISS University, Rome, Italy
Duration: 6 Jun 20197 Jun 2019
Conference number: 15

Conference

Conference15th Annual NeuroPsychoEconomics Conference 2019
CountryItaly
CityRome
Period6/06/197/06/19

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Electroencephalography
Experiments
Websites
Biosensors
Skin
Decision making

Keywords

  • Neuromarketing
  • Online Consumer Reviews
  • Online Behavior
  • Digital Marketing
  • Flow
  • EEG
  • HRV
  • GSR

Cite this

Herrando, C., Jimenez, J., Martín, M. J., Constantinides, E., van 't Klooster, J. W., & Slijkhuis, P. J. H. (Accepted/In press). Effects of online consumer reviews' valence on users' experience: A neuromarketing experiment. Paper presented at 15th Annual NeuroPsychoEconomics Conference 2019, Rome, Italy.
Herrando, C. ; Jimenez, J. ; Martín, M. J. ; Constantinides, Efthymios ; van 't Klooster, J.W. ; Slijkhuis, P.J.H. / Effects of online consumer reviews' valence on users' experience : A neuromarketing experiment. Paper presented at 15th Annual NeuroPsychoEconomics Conference 2019, Rome, Italy.
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title = "Effects of online consumer reviews' valence on users' experience: A neuromarketing experiment",
abstract = "Digital platforms, such as social commerce websites, allow users to buy, interact and socialize anytime and anywhere. In this environment, users’ experience and purchase decision-making process is impacted by the online information of the websites, most part of it generated and shared by other users. Therefore, online consumer reviews (OCR) have a valence –positive, negative or neutral– based on users’ experience. According to Emotional Contagion theory, states of mood can be transferred from one person to the other. Hence, users’ previous experiences through OCR valence could affect other users’ states of mind. With the purpose of boosting positive optimal experiences based on Flow theory, this research main objective is to analyze how OCR valence (mainly positive, mainly negative, balanced valence and neutral OCR) can lead to different states of mind (boredom, anxiety, flow and apathy). This research is split into two studies. Study 1 collected data about how individuals use and check OCR, in order to explore users’ perception and help to design study 2. Study 2 presents a neuro-physiological experiment through biosensors recordings to measure heart rate variability (HRV) and galvanic skin response, and electroencephalogram recording (EEG). The data from the experiment are already collected and currently being analyzed.",
keywords = "Neuromarketing, Online Consumer Reviews, Online Behavior, Digital Marketing, Flow, EEG, HRV, GSR",
author = "C. Herrando and J. Jimenez and Mart{\'i}n, {M. J.} and Efthymios Constantinides and {van 't Klooster}, J.W. and P.J.H. Slijkhuis",
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note = "15th Annual NeuroPsychoEconomics Conference 2019 ; Conference date: 06-06-2019 Through 07-06-2019",

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Herrando, C, Jimenez, J, Martín, MJ, Constantinides, E, van 't Klooster, JW & Slijkhuis, PJH 2019, 'Effects of online consumer reviews' valence on users' experience: A neuromarketing experiment' Paper presented at 15th Annual NeuroPsychoEconomics Conference 2019, Rome, Italy, 6/06/19 - 7/06/19, .

Effects of online consumer reviews' valence on users' experience : A neuromarketing experiment. / Herrando, C. ; Jimenez, J.; Martín, M. J. ; Constantinides, Efthymios ; van 't Klooster, J.W.; Slijkhuis, P.J.H.

2019. Paper presented at 15th Annual NeuroPsychoEconomics Conference 2019, Rome, Italy.

Research output: Contribution to conferencePaperAcademicpeer-review

TY - CONF

T1 - Effects of online consumer reviews' valence on users' experience

T2 - A neuromarketing experiment

AU - Herrando, C.

AU - Jimenez, J.

AU - Martín, M. J.

AU - Constantinides, Efthymios

AU - van 't Klooster, J.W.

AU - Slijkhuis, P.J.H.

PY - 2019

Y1 - 2019

N2 - Digital platforms, such as social commerce websites, allow users to buy, interact and socialize anytime and anywhere. In this environment, users’ experience and purchase decision-making process is impacted by the online information of the websites, most part of it generated and shared by other users. Therefore, online consumer reviews (OCR) have a valence –positive, negative or neutral– based on users’ experience. According to Emotional Contagion theory, states of mood can be transferred from one person to the other. Hence, users’ previous experiences through OCR valence could affect other users’ states of mind. With the purpose of boosting positive optimal experiences based on Flow theory, this research main objective is to analyze how OCR valence (mainly positive, mainly negative, balanced valence and neutral OCR) can lead to different states of mind (boredom, anxiety, flow and apathy). This research is split into two studies. Study 1 collected data about how individuals use and check OCR, in order to explore users’ perception and help to design study 2. Study 2 presents a neuro-physiological experiment through biosensors recordings to measure heart rate variability (HRV) and galvanic skin response, and electroencephalogram recording (EEG). The data from the experiment are already collected and currently being analyzed.

AB - Digital platforms, such as social commerce websites, allow users to buy, interact and socialize anytime and anywhere. In this environment, users’ experience and purchase decision-making process is impacted by the online information of the websites, most part of it generated and shared by other users. Therefore, online consumer reviews (OCR) have a valence –positive, negative or neutral– based on users’ experience. According to Emotional Contagion theory, states of mood can be transferred from one person to the other. Hence, users’ previous experiences through OCR valence could affect other users’ states of mind. With the purpose of boosting positive optimal experiences based on Flow theory, this research main objective is to analyze how OCR valence (mainly positive, mainly negative, balanced valence and neutral OCR) can lead to different states of mind (boredom, anxiety, flow and apathy). This research is split into two studies. Study 1 collected data about how individuals use and check OCR, in order to explore users’ perception and help to design study 2. Study 2 presents a neuro-physiological experiment through biosensors recordings to measure heart rate variability (HRV) and galvanic skin response, and electroencephalogram recording (EEG). The data from the experiment are already collected and currently being analyzed.

KW - Neuromarketing

KW - Online Consumer Reviews

KW - Online Behavior

KW - Digital Marketing

KW - Flow

KW - EEG

KW - HRV

KW - GSR

M3 - Paper

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Herrando C, Jimenez J, Martín MJ, Constantinides E, van 't Klooster JW, Slijkhuis PJH. Effects of online consumer reviews' valence on users' experience: A neuromarketing experiment. 2019. Paper presented at 15th Annual NeuroPsychoEconomics Conference 2019, Rome, Italy.