Naive Or Savvy: How Credible Are Online Reviews For Credence Services?

Shannon Lantzy, University of Maryland, USA
Katherine Stewart, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA
Because consumers cannot assess the quality of credence attributes (e.g., a doctor’s skill in diagnosis), reviews of these attributes should be discounted by other consumers. We examine the claims made in reviews of credence vs. experience services (e.g., doctors vs. hair stylists) and how consumers interpret these claims.
[ to cite ]:
Shannon Lantzy, Katherine Stewart, and Rebecca Hamilton (2013) ,"Naive Or Savvy: How Credible Are Online Reviews For Credence Services?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.