报告主题：Expressed Anger in Online Reviews: Unhelpful but Persuasive?
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.
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.