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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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