The Influence of Self-Presentation Concerns on Online Reviews

Self-presentation goals are shown to influence reviewer’s ratings in consumer online communities. Members of these communities adopt different self-presentation tactics in order to be perceived as knowledgeable by others, which dynamically influences the valence of the reviews they provide. The result is that reviewers’ ratings become increasingly negative over time.



Citation:

Francesca Valsesia, Joseph Nunes, and Andrea Ordanini (2016) ,"The Influence of Self-Presentation Concerns on Online Reviews ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 246-250.

Authors

Francesca Valsesia, University of Southern California, USA
Joseph Nunes, University of Southern California, USA
Andrea Ordanini, Bocconi University, Italy



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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