Want to talk to top researchers to know how they manage to publish their work on top Journal (FT50, UT Dallas)?
It’s our pleasure to welcome Assistant Professor Dr. Anne Hamby, Boise State University. Dr. Hamby frequently publishes on premier venues, such as Journal of Marketing (ABS 4*, ABDC A*, FT50, UT Dallas), Journal of Marketing Research (ABS 4*, ABDC A*, FT50, UT Dallas), Journal of Academy of Marketing Science (ABS 4*, ABDC A*, FT50), Journal of Advertising (ABS 4, ABDC A*), Journal of Service Research (ABS 4, ABDC A*) and more.
Dr Hamby will present her recent JM article: The Power of Proximity: Exploring Narrative Language in Consumer Reviews, Journal of Marketing, 2026.
Time: 10h15 – Monday – 16/3
Venue: room 1501, A1 building, NEU campus.
We look forward to having you,
Abstract
Marketers know the importance of online reviews, but what can be done to improve the prompts asking consumers to review? Across eight studies, the present work shows that a prompt that encourages writing reviews for a close audience enhances consumers’ use of narrative language. A growing body of literature reveals that narratives are powerful persuasive devices for shaping audiences’ beliefs, including when reading online reviews. However, little is known about what aspects shape the communicator’s use of narrative language in the first place. A prompt that encourages writers to imagine as though they were writing for a close audience increases narrativity, an effect mediated by consumers’ tendency to write in a natural, less effortful style when writing for a close (vs. distant) audience. The effect is attenuated when people write about material (vs. experiential) purchases, and when people write on a smartphone (vs. PC). Consumers find writing for close others to be at least as enjoyable as several other prompts, but with improved outcomes for firms. As most review sites provide limited guidance on how to write, this research offers an inexpensive and scalable intervention to improve reviews and the review writing experience.
About series
This seminar series is part of the E-PhD Program at National Economics University. It targets PhD students, early-career researchers, and senior faculty who find interested in doing research in the areas of economics, business, management, and other inter-disciplinary fields of social science. The series is a platform for the wider research community to exchange ideas, networks and collaborations.
More info here:
Dr. Hamby’s scholar page: https://scholar.google.com/citations?user=LTR4szEAAAAJ&hl=en
Nguồn: Viện PTBV
