<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>What drives people’s decisions to share product and service experiences? Several studies show that a sender’s emotional arousal is a relevant factor for social sharing. Experimental studies by the Nuremberg Institute of Market Decisions (NIM) confirm that increased arousal is associated with higher levels of social sharing. The results show that the emotional state of arousal, which was determined by voice analysis, should be a relevant variable for marketing managers to estimate whether or not consumers will share their experiences in social media. At least for spoken reviews, there is also an indication that higher arousal can even increase persuasiveness. To increase the chances of sharing positive reviews of a product or service, marketing managers should charge their brands and products with emotions, such as joy or surprise, as these activate more than pure satisfaction.</p>
</abstract>

What drives people’s decisions to share product and service experiences? Several studies show that a sender’s emotional arousal is a relevant factor for social sharing. Experimental studies by the Nuremberg Institute of Market Decisions (NIM) confirm that increased arousal is associated with higher levels of social sharing. The results show that the emotional state of arousal, which was determined by voice analysis, should be a relevant variable for marketing managers to estimate whether or not consumers will share their experiences in social media. At least for spoken reviews, there is also an indication that higher arousal can even increase persuasiveness. To increase the chances of sharing positive reviews of a product or service, marketing managers should charge their brands and products with emotions, such as joy or surprise, as these activate more than pure satisfaction.

Thrilled or Upset: What Drives People to Share and Review Product Experiences?

Head of Behavioral Science Nuremberg Institute for Market Decisions

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"Thrilled or Upset: What Drives People to Share and Review Product Experiences?"}

What drives people’s decisions to share product and service experiences? Several studies show that a sender’s emotional arousal is a relevant factor for social...

Thrilled or Upset: What Drives People to Share and Review Product Experiences?

Data publikacji: 23 paź 2020

Zakres stron: 56 - 61

DOI: https://doi.org/10.2478/nimmir-2020-0019

Słowa kluczowe
Consumer Experience, Emotion, Social Sharing, Persuasion

© 2020 Anja Dieckmann et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Thrilled or Upset: What Drives People to Share and Review Product Experiences?

Data publikacji: 23 paź 2020

Zakres stron: 56 - 61

DOI: https://doi.org/10.2478/nimmir-2020-0019

Słowa kluczoweConsumer Experience, Emotion, Social Sharing, Persuasion

© 2020 Anja Dieckmann et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Słowa kluczowe
Consumer Experience, Emotion, Social Sharing, Persuasion