Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study

People tend to align with the emotional state of person that is talking them (the observed). Similarly, while processing information consumers can also experience this contagion. Emotional contagion activate in those who process observer) similar responses autonomic nervous system and neural as create such observed), triggering a certain level arousal. Neuroscience enables researchers study by monitoring activation structures physiological responses. This draws on theory arousal investigate how different combinations online consumer review (OCR) valence trigger emotions customer experiences observer one reads OCRs). conducts neuroscience experiment monitor The analyses (through skin conductance response) confirm aligns observed. electroencephalography) show arousal, which indicates negative OCRs pleasure observer, positive are associated deactivation displeasure.