Add Yahoo as a preferred source to see more of our stories on Google. We found that the answer to the question is yes – but not in an entirely straightforward way. The whimsical nature of these ...

Whimsical reviews that engage consumers could make them more interested in a product, but may not lead them to actually buy it. We found that the answer to the question is yes, but not in an entirely ...

Nowadays, it feels like a huge risk to try a new restaurant without reading the reviews first. What’s the best appetizer to order? How’s the ambiance? Do you need to make a reservation? We’re lucky ...

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 ...