{"id":23789,"date":"2024-03-21T16:08:48","date_gmt":"2024-03-21T14:08:48","guid":{"rendered":"https:\/\/www.uol.ac.cy\/?post_type=seminars&p=23789"},"modified":"2024-07-24T17:44:47","modified_gmt":"2024-07-24T14:44:47","slug":"should-consumers-write-product-reviews-in-active-voice-or-passive-voice","status":"publish","type":"seminars","link":"https:\/\/www.uol.ac.cy\/en\/seminars\/should-consumers-write-product-reviews-in-active-voice-or-passive-voice\/","title":{"rendered":"Should Consumers Write Product Reviews in Active Voice or Passive Voice?"},"content":{"rendered":"\n

Abstract<\/strong>: Consumers routinely write reviews of products, aiming to help other consumers choose the right product and avoid the wrong ones. While some review platforms guide consumers on what content makes a review helpful, no platform (to our knowledge) advises consumers on the grammar that boosts helpfulness. Consequently, review writers rely on their grammar and language learning in school, and on suggestions from grammar apps. Academic research on consumers\u2019 use of grammar is also very limited. Our research aims to address this limitation by focusing on the grammatical voice of consumer reviews. Contrary to review writers\u2019 intuition and advice from grammarians, we demonstrate that reviews written in passive voice are more helpful than those written in active voice. The finding will help consumers write more helpful reviews. It will also inform review readers about why they find passive-voice reviews more helpful than their active-voice counterparts, despite the popular notion that passive voice must be avoided and active voice preferred. The findings bolster academics\u2019 understanding of the role of grammar in consumer behavior and thus contribute to the emerging theory on consumer language.<\/p>\n\n\n\n


Short bio:<\/strong> Vivek is an associate professor of quantitative marketing and analytics at McGill University, Canada. He is also an adjunct associate professor of data science at Indiana University, USA. He holds a Ph.D. from Ivey Business School, Canada, and two master’s degrees, one each from the University of Wisconsin-Madison, USA, and the Indian Institute of Management Lucknow, India. Vivek currently researches how corporate governance actors (e.g., short sellers, activist (long side) institutional investors, NGOs holding nonfinancial stake, and employees) jointly shape the firm\u2019s actions and how does this affect consumers.<\/p>\n\n\n\n

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