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This study argues that the degree of linguistic abstraction in negative reviews can lead to varying levels of persuasiveness and that tailoring response strategies and voice according to the situation mitigates the impact of negative reviews. This study examines the impact of language abstraction in negative online reviews on potential customers' attitudes and purchase intention, as well as the moderating effects of managerial responses, response strategies, and response voices on the persuasiveness of negative reviews. The data were collected through three studies that focused on reviews and managerial responses across both the service and functional product categories. The mediation analysis showed that, compared to abstract negative reviews, concrete negative reviews could significantly enhance potential customers' attribution of responsibility toward service or product providers and their perception of stability and controllability of negative events, leading to a more negative perception of the company, but not lower purchase intention. Additionally, the moderation analysis showed that corporate responses could significantly reduce potential customers' attribution of responsibility to the disputing company and improve their evaluation. Accommodative responses to concrete negative reviews and defensive responses to abstract negative reviews induced potential customers to make favorable judgments about the firm.

AbstractThis study examines consumers' reactions to the communication styles of chatbots during failed service experiences. The current study explores whether the communication style adopted by a chatbot impacts consumer satisfaction and behavior intention and how expectancy violations can moderate these relationships in the service context. A pre-test examined the validity of the stimuli of chatbots that were either task-oriented or social-oriented after consumers encountered service failure. For more information, the experiment was designed to manipulate the AI-based chatbot agent's process and style of communication and measure the role of expectancy violations. The main experiment results showed that interactions with social-oriented communication style chatbots enhance the level of consumers' interaction satisfaction and intention of behavior. Respondents experienced a higher perception of warmth when interacting with social-oriented communication style chatbots than task-oriented. Moreover, expectancy violation moderates the mediation of warmth on the relationship between the chatbot's communication style/type and interaction satisfaction, trust, and intention of patronage. Setting chatbots' communication styles to be social-oriented can help reduce negative emotions among consumers caused by service failure; specifically, the perception of warmth created by the social-oriented communication style can alleviate negative evaluations of service agents and companies, such as dissatisfaction and loss of interest. Therefore, in managerial practice, the firm should choose the social-oriented communication style chatbot agent to recover the customer relationship after a service failure.

Objective: This research examined the effects of color lightness on evaluating advertisements featuring nonheteronormativity‐themed images.Methods: An increasing number of brands feature nonheteronormative couples in advertisement campaigns to target nonheteronormative consumers and position brands as socially progressive. Four studies were conducted to test the hypothesis that nonheteronormativity‐themed advertising that uses lighter images would receive more favorable evaluations than darker images.Results: The color lightness effect influenced attitudes toward the ad, product evaluations, and purchase intentions. Individuals with political conservatism exhibited a preference for lighter colored ads than darker colored ads. Furthermore, the effects of color lightness type on attitude toward ads were moderated by political conservatism, and this effect was mediated by disgust.Conclusion: The current study suggests that a carefully designed advertising campaign featuring nonheteronormativity(gay) couples, which considers design elements can be used to target consumers and signal progressive values supported by sponsoring brands.