The emotional review–reward effect: how do reviews increase impulsivity?

Scott Motyka, Dhruv Grewal, Elizabeth Aguirre, Dominik Mahr, Ko de Ruyter, Martin Wetzels

Research output: Contribution to journalArticlepeer-review

26 Citations (SciVal)


A growing reliance on customer reviews prompts firms to develop strategies to encourage customers to post online reviews of their products. However, little research investigates the behavioral consequences of writing a review. The act of sharing personal opinions through reviews is a rewarding experience and makes customers feel socially connected. With an application of reverse alliesthesia theory, the current study predicts that such rewarding experiences drive online reviewers to seek other rewards, such as impulsive buying. Three lab-based and two field studies demonstrate such an emotional review–reward effect: sharing emotional information in the public realm of customer reviews, rather than forming similar opinions privately, drives participants to make more impulsive buying decisions.

Original languageEnglish
Pages (from-to)1032-1051
Number of pages20
JournalJournal of the Academy of Marketing Science
Issue number6
Early online date19 May 2018
Publication statusPublished - 1 Nov 2018


  • Impulsivity
  • Online reviews
  • Reverse alliesthesia
  • Reward

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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