Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers

Author

• Andrew STEPHEN, University of Pittsburgh - Main Campus
• Yakov BART, INSEAD
• Christilene du PLESSIS, Singapore Management UniversityFollow
• Dilney GONCALVES, IE Business School

Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

10-2012

Abstract

We show that although incentivizing product reviews results in more helpful content, disclosing payment lowers review consumers’ product quality expectations. This effect occurs because disclosure induces doubt in product quality and persists when more objective information is available, irrespective of disclosure specificity, across product categories and even after product trial.

Discipline

Marketing | Social Media

Research Areas

Marketing

Publication

NA - Advances in Consumer Research

Volume

40

First Page

228

Last Page

231

Publisher

Association for Consumer Research

City or Country

Vancouver, Canada

Citation

STEPHEN, Andrew; BART, Yakov; du PLESSIS, Christilene; and GONCALVES, Dilney. Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers. (2012). NA - Advances in Consumer Research. 40, 228-231.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5796

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.