This product works well (for me): The impact of first-person singular pronouns on online review helpfulness

Can linguistic choices of reviewers, such as using first-person singular pronouns (FPSP), affect readers' perception of information helpfulness? When sharing their purchase and consumption experiences, online reviewers tend to excessively use FPSP to refer to themselves. However, the effect of...

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Bibliographic Details
Published inJournal of business research Vol. 104; pp. 283 - 294
Main Authors Wang, Fang, Karimi, Sahar
Format Journal Article
LanguageEnglish
Published Elsevier Inc 01.11.2019
Subjects
Elaboration likelihood model
Electronic word-of-mouth (eWOM)
First-person singular pronoun
Online reviews
Perceived helpfulness
Text analysis
Text analysis
Electronic word-of-mouth (eWOM)
Perceived helpfulness
Elaboration likelihood model
Online reviews
First-person singular pronoun
Online AccessGet full text

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Abstract Can linguistic choices of reviewers, such as using first-person singular pronouns (FPSP), affect readers' perception of information helpfulness? When sharing their purchase and consumption experiences, online reviewers tend to excessively use FPSP to refer to themselves. However, the effect of this language choice on readers' perception of information value is unknown. Drawing on communication and psycholinguistic literatures, this research theoretically develops and empirically analyzes the effects of the use of FPSP on perceived review helpfulness. The empirical results, based on a sample of 41,656 reviews from Amazon.com, suggest that the use of these pronouns has a negative impact on the perceived helpfulness of online reviews. In addition, such effects are moderated by review attributes such as length, valence and affective content, being more prominent for shorter reviews, reviews with lower valence and higher level of affect.
AbstractList Can linguistic choices of reviewers, such as using first-person singular pronouns (FPSP), affect readers' perception of information helpfulness? When sharing their purchase and consumption experiences, online reviewers tend to excessively use FPSP to refer to themselves. However, the effect of this language choice on readers' perception of information value is unknown. Drawing on communication and psycholinguistic literatures, this research theoretically develops and empirically analyzes the effects of the use of FPSP on perceived review helpfulness. The empirical results, based on a sample of 41,656 reviews from Amazon.com, suggest that the use of these pronouns has a negative impact on the perceived helpfulness of online reviews. In addition, such effects are moderated by review attributes such as length, valence and affective content, being more prominent for shorter reviews, reviews with lower valence and higher level of affect.
Author Karimi, Sahar
Wang, Fang
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  givenname: Sahar
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  organization: The University of Liverpool Management School, University of Liverpool, Chatham Street, Liverpool L69 7ZX, United Kingdom
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Electronic word-of-mouth (eWOM)
Perceived helpfulness
Elaboration likelihood model
Online reviews
First-person singular pronoun
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Snippet Can linguistic choices of reviewers, such as using first-person singular pronouns (FPSP), affect readers' perception of information helpfulness? When sharing...
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SubjectTerms Elaboration likelihood model
Electronic word-of-mouth (eWOM)
First-person singular pronoun
Online reviews
Perceived helpfulness
Text analysis
Title This product works well (for me): The impact of first-person singular pronouns on online review helpfulness
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