Table 7.
Density of deceptive characteristics
| Item and critical value | Beer crate attachment | Fan pack | Megaphone | |||||||
|---|---|---|---|---|---|---|---|---|---|---|
| R1 | R2 | R3 | R4 | R5 | R6 | R7 | R8 | R9 | ||
| Comprehensibility | Title length (<25 Characters) (Banerjee & Chua, 2017) | 27 | 21 | 12 | 26 | 37 | 20 | 26 | 18 | 103 |
| Text length (<164 Words) (Yoo & Gretzel, 2009) | 33 | 62 | 48 | 35 | 29 | 57 | 41 | 37 | 59 | |
| Syntax (<7 words per sentence) (Büschken & Allenby, 2016) | 11 | 6.20 | 6.86 | 5.83 | 7.25 | 9.50 | 6.00 | 6.50 | 9.43 | |
| Specificity | Temporal words (<1) (Banerjee & Chua, 2017) | 1 | 2 | 0 | 1 | 0 | 0 | 1 | 1 | 0 |
| Brand reference (≥1) (Yoo & Gretzel, 2009) | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |
| Exaggeration | Emotion (>5% of words) (Yoo & Gretzel, 2009) | 6% | 4.8% | 2% | 8.5% | 10.3% | 0% | 4.8% | 5.4% | 0% |
| Exclamation marks (≥1 per review) (Li & Zhan, 2011) | 0 | 3 | 2 | 3 | 2 | 3 | 0 | 0 | 1 | |
| Negligence | Self-referencing (>4% of words) (Yoo & Gretzel, 2009) | 3% | 4.8% | 2.8% | 3.4% | 1.8% | 9.1% | 4.8% | 2.7% | 3.3% |
| Exclusion words (>0 per Review) (Banerjee & Chua, 2017) | 1 | 2 | 0 | 0 | 0 | 0 | 0 | 3 | 1 | |