12H Who Is Watching Me? Consequences of Reciprocal Reviewing to the Firm

This investigation focuses on the unintended consequences when a consumer is the one being reviewed within the context of the P2P sharing economy. Drawing on social exchange theory, we propose negative reviews will elicit reactions towards the seller which spill over to the booking platform and manifest as negative WOM.


Laura Rifkin, Canan Corus, and Colleen P. Kirk (2019) ,"12H Who Is Watching Me? Consequences of Reciprocal Reviewing to the Firm", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 987-987.


Laura Rifkin, Brooklyn College, USA
Canan Corus, Pace University, USA
Colleen P. Kirk, New York Institute of Technology, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More


Q10. Social Media Agency: Exploring the Role of Social Media Structures in Shaping Consumers’ Identity Projects

Gabrielle Patry-Beaudoin, Queens University, Canada
Jay Handelman, Queens University, Canada

Read More


Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland

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.