Always Trust in Your Friends? Cross-Cultural Effects of Review Source and Incentives on Trustworthiness
Will culture affect how consumers perceive incentivized reviews from friends? Amongst Taiwanese participants, incentivized reviews were deemed as breach of trust. Thus, incentivized reviews from friends were deemed less trustworthy than incentivized reviews from strangers. Amongst Americans, reviews from friends were more trustworthy than reviews from strangers regardless of incentive.
Dionysius Ang (2018) ,"Always Trust in Your Friends? Cross-Cultural Effects of Review Source and Incentives on Trustworthiness", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 941-941.
Dionysius Ang, Leeds University Business School
NA - Advances in Consumer Research Volume 46 | 2018
Thank You = Trust Me: When Gratitude Expressions Help Promote New Products
Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA
D6. How to Boast Appropriately When Word of Mouth Flows Internationally?
Xingyu Wang, Huazhong University of Science and Technology, China
Yaping Chang, Huazhong University of Science and Technology, China
Jun Yan, Huazhong University of Science and Technology, China
D1. When Intention to Share on Social Media Increases Variety-Seeking: The Role of Self-Enhancement
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David Dubois, INSEAD, France
Fei Jin, Peking University