When and Why Paid Reviews Are Bad Investments: the Impact of Monetary Incentives on Reviewer Certainty

Christiline du Plessis, Erasmus University Rotterdam, The Netherlands
David Dubois, INSEAD, France
Three experiments demonstrate that compared to monetary incentives (judged significant) or no incentives, small monetary incentives decrease review writers’ feelings of legitimacy, which results in greater expressed uncertainty in the reviews. In turn, this shift in content decreases recipients’ perception of the products reviewed and negatively affects their purchase intentions.
[ to cite ]:
Christiline du Plessis and David Dubois (2015) ,"When and Why Paid Reviews Are Bad Investments: the Impact of Monetary Incentives on Reviewer Certainty", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 157-162.