000			02006nam a22002537a 4500
003			ZW-GwMSU
005			20250305110832.0
008			250305b |||||||| |||| 00| 0 eng d
022			_a00935301
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.3 JOU
100	1		_aKronrod, Ann _eauthor
245	1	0	_a"Wii will rock you!" : _bthe use and effect of figurative language in consumer reviews of hedonic and utilitarian consumption / _ccreated by Ann Kronrod and Shai Danziger
264	1		_aOxford : _bOxford University Press, _c2013.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of consumer research _vVolume 40, number 4,
520	3		_aFigurative language in advertising affects product attitudes positively across contexts. In contrast, the present research demonstrates that the use and effectiveness of figurative language in consumer-generated content is context specific, because of conversational norms unique to this form of communication. Study 1 shows that consumer reviews containing more figurative language lead to more favorable attitudes in hedonic, but not utilitarian, consumption contexts, and that conversational norms about figurative language govern this effect. Study 2 reveals that reading a review containing figurative language increases choice of hedonic over utilitarian options. Finally, via analysis of online consumer reviews and a lab experiment, studies 3 and 4 indicate that consumers use figurative language more when sharing experiences about hedonic than utilitarian consumption, and that review extremity influences figurative language use only in reviews of hedonic consumption. The studies highlight the critical role of conversational norms in interpreting and creating user-generated content.
650			_aLanguage _vAdvertising effects _xViral marketing
700	1		_aDanziger, Shai _eco author
856			_uhttps://doi.org/10.1086/671998
942			_2lcc _cJA
999			_c169145 _d169145