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The Scent of Reviews : An Experiment on the effects of Valence and Storytelling on Perfume experience

Wierik, M.N. te (2023) The Scent of Reviews : An Experiment on the effects of Valence and Storytelling on Perfume experience.

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Abstract:This paper addresses the field of online consumer reviews in terms of experience goods. Online consumer reviews have been studied numerous times, yet these studies translate to an effect of reviews on beliefs, opinions and attitudes prior to consumption. However, the effect of reviews on the experience and evaluation after consumption remain almost untouched. This research aims to fill this gap. This study aimed to investigate the effects of valence and storytelling, including interaction, on fragrance experience. Furthermore, involvement was incorporated in the analysis as possible moderator. It was expected that positive reviews would have a positive effect of fragrance experience whereas negative reviews would have a negative effect. Besides, storytelling was expected to amplify the effects of valence. Finally, a moderating effect of involvement was expected. A 2x2 experimental design was implemented consisting of storytelling vs non-storytelling along with a positive vs negative review. In this research, a control group was added, resulting in a total of five condition groups and sample size of 137. The finding of this research were argued to not provide enough evidence to support the hypotheses. Thus, all hypotheses were rejected. Finally, limitations and recommendations for future research are discussed.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:https://purl.utwente.nl/essays/96507
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