The purpose of this paper is to explore how the facial expression of the reviewer's avatar interacts with the valence of the consumer review to influence consumer purchase decisions. The causal attribution toward product performance, in turn, influenced the strength of intention to purchase the brand positively.
This study contributes to the literature on consumer reviews by identifying an important source characteristic that consumers consider when processing consumer reviews β the facial expression of the reviewer's avatar. Lee, M. Emerald Group Publishing Limited. Please share your general feedback. Contact Customer Support. To read this content please select one of the options below:.
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You may be able to access teaching notes by logging in via your Emerald profile. Abstract Purpose β The purpose of this paper is to explore how the facial expression of the reviewer's avatar interacts with the valence of the consumer review to influence consumer purchase decisions. Related articles. All feedback is valuable Please share your general feedback. Report an issue or find answers to frequently asked questions Contact Customer Support.
