Does Paying For Online Product Reviews Pay Off? the Effects of Monetary Incentives on Content Creators and Consumers

Andrew Stephen, University of Pittsburgh, USA
Yakov Bart, INSEAD, Singapore
Christilene Du Plessis , INSEAD, Singapore
Dilney Goncalves, IE Business School, Spain
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.
[ to cite ]:
Andrew Stephen, Yakov Bart, Christilene Du Plessis , and Dilney Goncalves (2012) ,"Does Paying For Online Product Reviews Pay Off? the Effects of Monetary Incentives on Content Creators and Consumers", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 228-231.