The advances of the Internet open consumers new opportunities to share their consumption experiences, opinions and feelings with others. Online customer reviews (OCRs) are a crucial source of information for consumers and are regarded as one of the most influential types of electronic word-of-mouth (eWOM) in shaping consumer attitudes and facilitating purchase decisions (Plummer, 2007). Prior research has produced a number of valuable insights on OCRs (e.g., Dellarocas, Gao, & Narayan, 2010; Hennig-Thurau et al., 2004; Mayzlin, Dover, & Chevalier, 2014). Especially the influence of OCR valence (positively vs. negatively framed information) has received considerable attention both from practitioners and from scholars (e.g., Xue & Zhou, 2010; Yang & Mai, 2010; Lee et al., 2009). However, we argue that scientific insights on the influence of OCR valence remain limited. Specifically, this paper shows that the level of source credibility (high vs. low) as well as the type of product (search vs. experience good) are important moderators of the influence of OCR valence on several consumer OCR reactions (product attitude, product quality, and product trust) under specific circumstances only. Four hundred and sixteen respondents (70% females, average age 24 years) participated in an experiment with a 2×2×2 between-subjects full factorial design manipulating the OCR valence (positive vs. negative), the source credibility (high vs. low) and the product type (search vs. experience good). Results demonstrate that the effect of positive OCRs from highly credible sources on diverse outcome variables is larger than from low credible sources. By acknowledging Chaiken et al.’s (1989) theoretical extension of the heuristic-systematic model (Chaiken, 1980) we provide empirical evidence that source credibility intensifies the impact of positive OCRs due to the additivity effect. In contrast, credible negative information is not more influential than incredible information. A similar mechanism becomes operational when considering product type. Here, positive OCRs about experience goods have a stronger influence on product evaluations than similarly valenced information about search goods. This research provides further support for the crucial role of credible, positive OCRs in affecting consumer behavior in contrast to their negative counterparts. From a practical perspective, marketers should consider including highly credible OCRs from trustworthy and experienced customers’ peers as decision aids. This can be achieved, for instance, by including personal postings from Facebook. Such a strategy is particularly efficient as positive OCRs increase the consumer’s confidence towards the product while credible negative OCRs are not more harmful than incredible ones.

The electrical properties of a laminated SMD type PTC thermistor for microcircuit protection were investigated as a function of polymer blowing agent addition. Green ceramics for multilayered BaTiO3-based PTCRs were formed by doctor blade method of barium titanate powders; we successfully laminated the sintered ceramic chips to obtain 10 layer chip PTCRs with PTC effect. The sintered density increases with increasing sintering temperature. The electrical properties of the sintered samples were strongly dependent on the calcination and addition of a polymer blowing agent. When BaTiO3 powders containing 0.2 mol% of Y2O3 were calcined at 1000˚C for 2 hrs, the resistivity jump was of 1-2 orders of magnitude. The resistivity at room temperature increases according to the polymer blowing agent addition. Also, the sample using the calcined powder showed a lower resistivity than that of the sample prepared using powders without calcinations. With an increase in the OBSH, the magnitude of the resistivity jumped as a function of the temperature increase. The resistivity of the sintered bodies after the addition of 0.5 wt% polymer blowing agent at 1290˚C for 2 h was shown to be about 8.5Ω·cm; the jump order of the sintered bodies was shown to be on the order of 102.

This research is a study on the influence of teacher's degree on physical education that have on the positive and negative emotion of his/her students, in order to provide information that would be a reference guide for the operation of elementary level p