Negative words to positive words list11/19/2023 ![]() Although the majority of the findings indicates negativity outweighs positivity, some experimental studies and meta-analyses nuanced the robustness of this negativity effect, showing that inter alia setting (e.g., consumer environments: Ahluwalia, 2002 political advertising: Allen & Burrell, 2002) and textual factors (e.g., type of information: Skowronski & Carlston, 1989 message framing: Block & Keller, 1995 O’Keefe & Jensen, 2006) could reduce the impact of negativity. The imbalance in relative strength of negativity and positivity was observed not only for eWOM but also for other fields such as journalism (e.g., Soroka, 2006), organizational communication (e.g., Kahneman & Tversky, 1984), and (political) advertising (e.g., Newhagen & Reeves, 1991). For example, if consumers read a set of online reviews containing equal amounts of positive and negative reviews, their attitude toward the reviewed topic was more negative (e.g., Purnawirawan, De Pelsmacker, & Dens, 2015). ![]() Previous studies showed negative evaluations had a greater impact on people than positive evaluations did. Negative and positive messages seem to have different effects. Depending on their positive or negative expressions, these messages will affect consumers’ attitudes, behavioral intentions, and (buying) behaviors (e.g., Ha, 2004 Reichheld & Schefter, 2000 Ward & Lee, 2000). Many consumers who seek information about a hotel’s or a restaurant’s services and products read online reviews or other evaluations via social media (electronic word-of-mouth, eWOM Hennig-Thurau, Gwinner, Walsch, & Gremler, 2004). ![]() The findings were discussed within cognitive frameworks such as relevance theory, theory of mind, and theory on verbal aggression. When a meaningful intensifier ( deliciously, disgustingly) was used, the negativity effect remained. What is more, intensification and polarity interact the increment of perceived strength for intensified positive adjectives (Study 1) and purely intensified adverbs ( really, very Study 2) was bigger than the increment in perceived strength of intensified negative adjective and adverbs. Both studies showed intensified language was perceived as stronger than unmarked language (i.e., language that was not intensified), and negative evaluations were stronger than positive evaluations. Negative utterances and words have been found to be stronger than positive utterances and words, but what happens if positive and negative utterances are intensified? Two online experiments were carried out in which participants judged the strength of (un)intensified positive and negative evaluations in written dialogues.
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