This paper explores effects of the emotions embedded in a seller review on its perceived helpfulness. Drawing on frameworks from the emotion and cognitive processing literatures, the authors propose that although emotional review content is subject to a well-known negativity bias, the effects of discrete emotions will vary, and that one source of this variance is perceptions of reviewers’ cognitive effort. We focused on the roles of two distinct, negative emotions common to seller reviews: anxiety and anger. In Study 1, actual seller reviews from Yahoo Shopping websites were collected to determine the effects of anxiety and anger on review helpfulness. In Study 2, an experiment was utilized to identify and explain the differential impact of anxiety and anger in terms of perceived reviewer effort. Our findings demonstrate the importance of examining discrete emotions in online word-of-mouth, and they also carry important practical implications for consumers and online retailers
