How emotional online reviews and comments are helping to sell books

Before buying a book, many people take a look at online reviews by other consumers in much the same way that they would if they were choosing a film, heading out to a restaurant, or ordering takeaway. Photo: AFP

Online reviews that are heavy on emotion can make a major contribution to the success of a book, according to a new study published by Northwestern University.

Budding authors often dream about having their books on the New York Times best-sellers’ list. Now a new American study has revealed that online reviews can make a major contribution to getting them there, especially if they are focused on an emotional response to reading the works in question.