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 More

Featured

Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More

Featured

Which Healthy Eating Nudges Work Best? A Meta-Analysis of Field Experiments

Romain Cadario, IESEG School of Management
Pierre Chandon, INSEAD, France

Read More

Featured

When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions

Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.