When the Worst Is Not So Bad: Unhelpful Reviews Enhance Positive Impressions

Meyrav Shoham, William Davidson Faculty of Industrial Engineering and Management, Technion - Israel Institute of Technology
Yael Steinhart, Recanati Graduate School of Business, Tel-Aviv University, Israel
Sarit Moldovan, William Davidson Faculty of Industrial Engineering and Management, Technion - Israel Institute of Technology, Israel
The addition of a negatively framed unhelpful user review to a set of positive reviews can enhance product appeal. We argue that such reviews increase the positive reviews' perceived value, bolstering their impact. Three studies demonstrate this effect compared to when the unhelpful review is framed positively or not included.
[ to cite ]:
Meyrav Shoham, Yael Steinhart, and Sarit Moldovan (2014) ,"When the Worst Is Not So Bad: Unhelpful Reviews Enhance Positive Impressions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 810-810.