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

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