"How did you feel?" - This simple question drives repeat business: Writing reviews turns "yourself" into a fan - The paradox of loyalty created by emotional expression

Online reviews not only aid readers in making decisions but also influence the behavior of the writers themselves. According to research by Bayes Business School and others (Journal of Marketing), writing emotion-focused reviews increases the writer's intention to recommend and likelihood of repurchase, while fact- and analysis-focused reviews tend to decrease these. Furthermore, for products that are simple, high-priced, or for experienced customers, long reviews are likely to weaken loyalty, leading to an "information-loyalty trade-off." The study suggests that by simply changing the design of reviews, such as optimizing platform questions to a "How did you feel?" format, brands can potentially guide writers' behavior in a positive direction.