Red Flag! the Effect of Fake Reviews on Consumer Evaluations

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 792-792.

Authors

James Kim, University of Maryland, USA
Jared Watson, University of Maryland, USA
Amna Kirmani, University of Maryland, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas

Read More

Featured

Communicating a Promise of Change: Visual Steps Enhance Process Imagery

Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA

Read More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.