You Betrayed Me: the Dark Side of Reciprocal Reviewing

Results of 5 experiments in 3 peer-to-peer sharing contexts reveal that although reviews of consumers originate from peer providers rather than the platform, consumers target the platform with negative word-of-mouth when they are negatively reviewed. This effect is explained by perceived betrayal and augmented by commonly used platform intermediation choices.


Laura Rifkin, Colleen P. Kirk, and Canan Corus (2020) ,"You Betrayed Me: the Dark Side of Reciprocal Reviewing", 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: 624-624.


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


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Nostalgiacising: A Performative Theory of Nostalgic Consumption

Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK

Read More


Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More


When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals

Olya Bullard, University of Winnipeg

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.