Consumers’ responses to invitations to write online reviews: The impact of message framing, power and need for status

Abstract

Purpose

The main purpose of the current research is to investigate the effectiveness of messages sent out by firms inviting customers to write online reviews. The joint effect of message framing, power and individuals’ need for status (NFS) on consumers’ intentions to write a review was examined.

Design/methodology/approach

This study uses a 2 (message framing: self-vs other-focused) × 2 (power state: high vs low) × 2 (NFS: high vs low) factorial design with message framing being manipulated and power and NFS being measured.

Findings

The results show that customers low in power are more likely to be persuaded by a message focused on others (vs self), and customers high in power show similar levels of behavioral intention regardless of message framing. Furthermore, this effect is significant only among those with a high (vs low) NFS.

Practical implications

Hospitality practitioners may consider customizing the invitation message based on target consumers’ individual traits. They may either prime consumers’ status seeking intentions and/or sense of power, or gain such insights through outside marketing research companies. Depending on the characteristics of the recipients, companies can choose either a self-focused or an other-focused message to increase its persuasiveness.

Originality/value

This is one of the first studies examining the joint effect of message framing, power and NFS on consumers’ willingness to write online reviews.

Citation

Zhang, L. and Yang, W. (2019), "Consumers’ responses to invitations to write online reviews: The impact of message framing, power and need for status", International Journal of Contemporary Hospitality Management, Vol. 31 No. 4, pp. 1609-1625. https://doi.org/10.1108/IJCHM-01-2018-0022