When and why paid reviews are bad investments: The impact of monetary incentives on reviewer certainty

Author

Christilene du PLESSIS, Singapore Management UniversityFollow
David DUBOIS

Publication Type

Conference Proceeding Article

Publication Date

10-2015

Abstract

Three experiments demonstrate that compared to monetary incentives (judged significant) or no incentives, small monetary incentives decrease review writers’ feelings of legitimacy, which results in greater expressed uncertainty in the reviews. In turn, this shift in content decreases recipients’ perception of the products reviewed and negatively affects their purchase intentions.

Discipline

Marketing | Scholarly Communication

Research Areas

Marketing

Publication

NA - Advances in Consumer Research Volume 43 (2015)

Volume

43

First Page

157

Last Page

162

Publisher

Association for Consumer Research

City or Country

Duluth, MN

Citation

du PLESSIS, Christilene and DUBOIS, David. When and why paid reviews are bad investments: The impact of monetary incentives on reviewer certainty. (2015). NA - Advances in Consumer Research Volume 43 (2015). 43, 157-162.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5799

Additional URL

https://www.acrwebsite.org/volumes/v43/acr_vol43_1020025.pdf