Psychophysiological effects of evaluative language use on Twitter complaints and compliments

Abstract This article explores the role of evaluative language in identification emotions in–and psychophysiological responses to–Twitter complaints and compliments by readers these messages. Three hypotheses were tested this research. First, line with recent experimental work French, we expected presence negative to increase perceived dissatisfaction, impoliteness, offensiveness reader. Second, assuming negativity bias hypothesis, stronger should be found compared compliments. Third, readers’ for including language. To test hypotheses, used a reading task involving cardiovascular reactivity measurements questionnaire. We that customer impoliteness higher vs. without did not find an effect on reactivity. Rather, elicited larger cardiac slowing (with or language) As stimuli is our study concern railway company (which mostly target criticism Twitter), participants may have reacted more sort feedback they would expect receive. Future research will necessary establish whether findings still hold case companies achieve better balance between positive feedback.