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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 157-162.

Authors

Christiline du Plessis, Erasmus University Rotterdam, The Netherlands
David Dubois, INSEAD, France



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Cues to Sincerity: How People Assess and Convey Sincerity in Language

Alixandra Barasch, New York University, USA
Juliana Schroeder, University of California Berkeley, USA
Jonathan Zev Berman, London Business School, UK
Deborah Small, University of Pennsylvania, USA

Read More

Featured

Born to Shop? A Genetic Component of Deal Proneness

Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University

Read More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

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.