What Motivates Consumers to Produce Online Reviews? Solidarity, Status, and the Soapbox Effect

Edward F. McQuarrie, Santa Clara University, USA
Shelby McIntyre, Santa Clara University, USA
Ravi Shanmugam, Santa Clara University, USA
Using three longitudinal datasets, we explore consumers’ motivation to produce online reviews, contrasting sense of belonging, competition for status, and an intrinsic motivation independent of these extrinsic factors. An examination of the effect of positive feedback on subsequent review production provides support for the intrinsic motivation hypothesis.
[ to cite ]:
Edward F. McQuarrie, Shelby McIntyre, and Ravi Shanmugam (2013) ,"What Motivates Consumers to Produce Online Reviews? Solidarity, Status, and the Soapbox Effect", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.