Red Flag! the Effect of Fake Reviews on Consumer Evaluations

James Kim, University of Maryland, USA
Jared Watson, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Consumer review websites are flagging suspicious reviews to boost website credibility. We investigate the consequences of these flagged reviews on consumer evaluations of the brand and the website. Findings suggest that while consumers compensate for the flag on brand evaluations, such flags may harm website evaluations.
[ to cite ]:
James Kim, Jared Watson, and Amna Kirmani (2015) ,"Red Flag! the Effect of Fake Reviews on Consumer Evaluations", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 792-792.