The Differential Impact of Electronic Word-of-Mouth on Anticipated Emotions: A Comparative Study of Moroccan University Students

In today’s digital environment, electronic word-of-mouth (eWOM) has become a key driver of young adults’ purchase decisions. This study examines how online reviews shape anticipated emotions among university students when purchasing commonly consumed utilitarian and hedonic products. Drawing on a comparative qualitative approach, the research was conducted with two groups of Moroccan university students from the ENCG business schools in Settat and Tangier. The findings highlight significant differences in eWOM sources, decision-making styles, and emotional intensity associated with anticipated emotions. More specifically, the results reveal a clear polarization between students who prioritize objective evidence and those whose decisions are primarily guided by aesthetic and emotional cues.