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Exploring the relationship between online review framing, pictorial image and review “coolness”

Onochie Fan-Osuala (Information Technology and Supply Chain Management, College of Business and Economics, University of Wisconsin, Whitewater, Wisconsin, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 10 October 2022

Issue publication date: 16 January 2023




This study aims to investigate coolness – a hedonic attribute – in online consumer reviews (OCRs) by exploring the relationship between OCR framing, presence of pictorial images and OCR-perceived coolness. It also demonstrates how reviewers and brands can create or identify cool OCRs.


Two studies – one experimental and the other using archival data from an OCR platform – were used to test three hypotheses on the effect of OCR framing and pictorial images on perceived OCR coolness.


The results reveal that OCRs framed with negative words but reflecting positive views about products are perceived as cooler than OCRs framed with positive words and reflecting positive views. OCRs with pictorial images are perceived to be cooler than those without pictorial images.


Studies on coolness have focused on people and products but not message content. This research links a message’s framing and pictorial images to its perceived coolness in the OCR context. It provides practical suggestions to marketers, coolhunters and individuals interested in creating cool message content.



Fan-Osuala, O. (2023), "Exploring the relationship between online review framing, pictorial image and review “coolness”", Journal of Consumer Marketing, Vol. 40 No. 1, pp. 56-66.



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