The Impact of Negative Online Reviews: When Does Reviewer Similarity Make a Difference?

Ali Faraji-Rad, BI Norwegian School of Management, Norway
Radu-Mihai Dimitriu, BI Norwegian School of Management, Norway
We propose that online reviews are not necessarily anonymous and consumers make inferences based on reviewers’ online profiles. We find that negative reviews are more harmful when consumers infer the reviewer to be homophilous to them, but this effect only occurs for experiential (hedonic) and not for functional (utilitarian) consumption.
[ to cite ]:
Ali Faraji-Rad and Radu-Mihai Dimitriu (2011) ,"The Impact of Negative Online Reviews: When Does Reviewer Similarity Make a Difference?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.