Why Are Reviews of Experiential Purchases Less Credible?

Across four lab studies and analysis of reviews on Amazon and Yelp, we show that consumers write more confident and more emotional reviews for experiential than material purchases. Consumers are not aware of the writing style differences, increasing the likelihood that their reviews would be discounted by others.


Pureum Kim, Anastasiya Pocheptsova Ghosh, and Martin Reimann (2020) ,"Why Are Reviews of Experiential Purchases Less Credible?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1038-1042.


Pureum Kim, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Martin Reimann, University of Arizona, USA


NA - Advances in Consumer Research Volume 48 | 2020

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