深大管院工商管理系启真论坛第45期
“深大管院工商管理系启真论坛”是管理学院工商管理系创办的学术论坛系列，论坛本着“前沿、学术、求知、探真”的宗旨，邀请来自工商管理各领域学有专长的学者就重大理论与实践问题进行报告、对话和沟通，以期能拓展思路、开阔视野、深化思考。
报告主题：Expressed Anger in Online Reviews: Unhelpful but Persuasive?
报告人：张晗教授（美国佐治亚理工学院商学院）
报告人简介：Dr. Han Zhang is a Full Professor of Information TechnologyManagement (ITM) and Steven A. Denning Professor of Technology & Managementat the SchellerCollege of Business, Georgia Institute of Technology (Georgia Tech). Hereceived his Ph.D. in Information Systems from the University of Texas atAustin. He currently serves as the Faculty Directorof the Steven A. Denning Technology & Management (T&M) Program. He wasthe ITM Area Coordinator from 2007 to 2012 and he served as the FacultyDirector of the Executive MBA Program from 2013 to 2016. Dr. Zhang held theHelen and John Taylor Rhett, Jr. Term Professorship from 2008 to 2012. Hisresearch focuses on economics of information technology, online trustand reputation, online word-of-mouth, and the evolution of electronic markets. He has published in MIS Quarterly, InformationSystems Research, Journal of Marketing Research, Journal ofManagement Information Systems, Journal of the Association forInformation Systems and other academic journals.
Abstract:
The communication of anger is very common inonline review settings but has received little prior attention. Drawing fromemotion and social cognition research, we propose that although expressions ofanger in a review tend to decrease reader perceptions of review diagnosticity,the same expressions tend to increase the influence of the review on readerattitudes and decisions. Results from two laboratory experiments provideconsistent support for our claims. Our findings challenge the assumption thatreviews deemed more “helpful” by consumers are ultimately more persuasive, byenhancing current understanding of the interpersonal effects of emotion inonline reviews. They suggest important implications for review platforms,service providers, and manufacturers faced with the task of managing customerword-of-mouth.
报告时间：2019年3月21日（周四）上午10:00
报告地点：文科楼四楼1400会议室
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管理学院工商管理系
2019年3月19日
