Uncertainty and the Provision of Online Reviews For Services

Leif Brandes, University of Warwick, UK
Rosa Cacabelos, Universität Zürich, Switzerland
Egon Franck, Universität Zürich, Switzerland
We study the effect of uncertainty about a service’s true quality level after purchase on the provision and content of online reviews. We show that such uncertainty reduces the number of posted reviews, and makes posted reviews more negative, such that reviews no longer reflect true product quality levels.
[ to cite ]:
Leif Brandes, Rosa Cacabelos, and Egon Franck (2016) ,"Uncertainty and the Provision of Online Reviews For Services", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 721-721.