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Funny reviews help engage consumers, fueling impulse buys − to a point, study shows

  • Written by Sunil Wattal, Associate Dean of Research and Doctoral Programs at Fox Business School, Temple University
Funny reviews help engage consumers, fueling impulse buys − to a point, study showsHumorous, tongue-in-cheek reviews can affect online sales.sakchai vongsasiripat/Getty Images

Consumers may enjoy reading funny or sarcastic online product reviews, but does it influence what they buy?

That’s the question my colleagues Susan Mudambi, David Schuff, Ermira Zifla and I wanted to answer with our new research into...

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