The Hidden Costs of Paying Your Reviewers: How Incentives Affect the Language of Online Reviews and Subsequently Their Perceived Helpfulness and Their Persuasiveness

Review platforms are important sources of consumer information. To attract customer reviews, these platforms sometimes provide incentives to reviewers. However, two studies involving content analysis and experimental design show that rewards affect the language used by reviewing consumers, in a way that reduces the helpfulness and persuasiveness of reviews.



Citation:

Peeter Verlegh , Lotte Willemsen , and Eline Zwinkels (2016) ,"The Hidden Costs of Paying Your Reviewers: How Incentives Affect the Language of Online Reviews and Subsequently Their Perceived Helpfulness and Their Persuasiveness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 32-36.

Authors

Peeter Verlegh , Vrije Universiteit Amsterdam
Lotte Willemsen , HU University of Applied Sciences
Eline Zwinkels , MediaTest



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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