20-J: Promotional Reviews, Social Influence, and the Information Content of Online Reviews

Does social influence during the review provision process reduce the information content of reviews when individuals are exposed to promotional reviews? We show that social influence reduces the evaluation gap between products of different quality levels, but that this reduction is insufficient to make average review scores uninformative.


Leif Brandes, Rosa Cacabelos, and Egon Franck (2017) ,"20-J: Promotional Reviews, Social Influence, and the Information Content of Online Reviews", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1016-1016.


Leif Brandes, University of Warwick, UK
Rosa Cacabelos, University of Zurich, Switzerland
Egon Franck, University of Zurich, Switzerland


NA - Advances in Consumer Research Volume 45 | 2017

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