Celebrating the 45th Anniversary of the University of Macau:
The Triumph of Diversity: The Benefits of Emotional Diversity in Online Reviews
Prof. Fengyan CAI
Professor of Marketing
Antai College of Economics and Management
Shanghai Jiao Tong University
Date: 15 April 2026 (Wednesday)
Time: 15:30-17:00
Venue: E22-G015
Host: Prof. Li YAN, Associate Professor in Marketing
Abstract
This research employs multiple methodologies and diverse data sources to investigate the impact of emotional diversity in online review helpfulness. Findings from archival data (e.g., Yelp, Amazon and Tripadvisor) indicate that emotionally diverse reviews are perceived as more helpful. Experimental studies confirmed these effects and identified perceived authenticity and effort as key mediators. The study also highlights the moderating role of information source, with solicited (vs. organic) reviews reversing the effect of emotional diversity on review helpfulness. By accounting for the effects of emotion valence, arousal, and volatility, this research underscores the unique role of emotional diversity in enhancing persuasive online communications. The findings advance our understanding of emotions in marketing, contributing to the literature on emotional diversity and review helpfulness.
Speaker
Prof. Fengyan CAI is professor of marketing at Antai College of Economics and Management, Shanghai Jiao Tong University. She received her PhD in marketing from The Chinese University of Hong Kong. Fengyan Cai’s research focuses on consumer behavior in general. Specifically, her recent research concentrates on: 1) consumers’ numerical processing, 2) consumers’ prosocial behavior, and 3) cross-culture consumer behavior. Her research appears in top journals in both psychology and marketing, such as Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Psychological Science, International Journal of Research in Marketing, Journal of Experimental and Social Psychology etc.
All are welcome!
