Creativity – help or hindrance? The impact of product review creativity on perceived helpfulness

Deepak S. Kumar; Sangeetha Gunasekar; Keyoor Purani; Gregorio, Federico de

dc.contributor.author	Deepak S. Kumar
dc.contributor.author	Sangeetha Gunasekar
dc.contributor.author	Keyoor Purani
dc.contributor.author	Gregorio, Federico de
dc.date.accessioned	2026-09-25T07:07:21Z
dc.date.available	2026-09-25T07:07:21Z
dc.date.issued	2024-03
dc.identifier.issn	0747-5632
dc.identifier.uri	http://dspace.iimk.ac.in:80/xmlui/handle/2259/1224
dc.description	Computers in Human Behavior Deepak S. Kumar and Keyoor Purani ( Marketing Management Area, Indian Institute of Management Kozhikode, Kozhikode, 673570, India), Sangeetha Gunasekar ( Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore, 641112, India) and Federico de Gregorio (Department of Marketing, College of Business, University of Akron, Akron, OH, 44325-4804, USA ) DOI: 10.1016/j.chb.2024.108182	en_US
dc.description.abstract	Although the role of creativity in influencing consumer responses is well explored in research related to marketer-generated content, it has yet to be examined for consumer-generated online reviews. Across two studies (a text analysis of 33,508 online reviews and an experiment), this research examines the influence of creativity in online review narratives on readers’ perceptions of review helpfulness. The results from these studies show that: 1. more creative reviews are evaluated as more helpful than less creative reviews, 2. perceived cognitive effort of the review originator mediates this relationship, but perceived sincerity of the review does not, and 3. product type moderates the relationship, such that greater creativity positively impacts perceived helpfulness of reviews for search products but has a negative effect for experience products.	en_US
dc.language.iso	en	en_US
dc.publisher	Elsevier	en_US
dc.subject	Creativity	en_US
dc.subject	Online reviews	en_US
dc.subject	Helpfulness	en_US
dc.subject	Experimental design	en_US
dc.subject	Text analysis	en_US
dc.title	Creativity – help or hindrance? The impact of product review creativity on perceived helpfulness	en_US
dc.type	Article	en_US