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

Publication Type

Conference Proceeding Article

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

Research Areas

Marketing

Publication

NA - Advances in Consumer Research Volume 40 (2012)

Volume

40

First Page

228

Last Page

231

Publisher

Association for Consumer Research

City or Country

Vancouver, Canada

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