Persuasion

User reviews are an essential source of information for consumers, exerting a considerable influence on purchase decisions. In general, reviews rated as more helpful exert a greater influence downstream. But how do the linguistic characteristics of a review affect its helpfulness? Thanks to HKUST’s Sang Kyu Park and two colleagues, marketers now have fresh ... Read More

Personal pride can sometimes get in the way of accepting the truth. There are many reasons for why this is the case, but little is known about the self-presentational consequences of this behaviour. Specifically, how others might perceive someone who refuses to back down, even when factual evidence is presented to them. This shortcoming translates into ... Read More