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.
Citation:
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.
Authors
Dionysius Ang, Leeds University Business School
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
How the Voice Persuades
Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Featured
To Touch or Not to Touch?: How Touch Influences Decision Confidence
Sang Kyu Park, University of Florida, USA
Yang Yang, University of Florida, USA
Featured
The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study
Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France