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Unexplored Hypotheses on Potency-Magnitude Relations of eWOM Messages with Intensified Comparative Expressions

Unexplored Hypotheses on Potency-Magnitude Relations of eWOM Messages with Intensified Comparative Expressions

Kazunori Fujimoto
Copyright: © 2013 |Volume: 5 |Issue: 2 |Pages: 22
ISSN: 1942-9045|EISSN: 1942-9037|EISBN13: 9781466632455|DOI: 10.4018/ijssci.2013040102
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MLA

Fujimoto, Kazunori. "Unexplored Hypotheses on Potency-Magnitude Relations of eWOM Messages with Intensified Comparative Expressions." IJSSCI vol.5, no.2 2013: pp.15-36. http://doi.org/10.4018/ijssci.2013040102

APA

Fujimoto, K. (2013). Unexplored Hypotheses on Potency-Magnitude Relations of eWOM Messages with Intensified Comparative Expressions. International Journal of Software Science and Computational Intelligence (IJSSCI), 5(2), 15-36. http://doi.org/10.4018/ijssci.2013040102

Chicago

Fujimoto, Kazunori. "Unexplored Hypotheses on Potency-Magnitude Relations of eWOM Messages with Intensified Comparative Expressions," International Journal of Software Science and Computational Intelligence (IJSSCI) 5, no.2: 15-36. http://doi.org/10.4018/ijssci.2013040102

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Abstract

Electronic word-of-mouth (eWOM) is an important information source that influences consumer product evaluations. The author previously developed a computational model that predicts the potency-magnitude relations of eWOM messages involving subjective rank expressions, which refer to linguistic representations related to the attitude-levels of the benefits of product attributes. This paper extends the typology of message expressions and mathematically investigates potency-magnitude relations with a focus on intensified comparative expressions that involve the “degree” of the differences among two or more objects. The investigations were performed first under the premise of a strict assumption called an interval assumption, and the results were verified under the premise of a conservative assumption called a surjection assumption. These assumptions were introduced to determine the cognitive relationship between attitude-levels and their difference-levels. The investigations include the development of a Q-magnitude Relation Map (Q-Map) that illustrates how the relations change based on the values of two evaluation parameters: evaluation target size and evaluation scale size. Based on the observations of the Q-Maps, five unexplored hypotheses on the potency-magnitude relations were developed with respect to intensified comparative expressions.

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