Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon
Computers in Human Behavior, 114, 106545 (*equal contribution among authors).
Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about alleged product use. However, while authentic reviews often include humor as a stylistic device to convey a genuine product evaluation, pseudo-reviews use humor to mock some product aspect. This research introduces, conceptualizes, and investigates consumer response to pseudo-reviews. Study 1 demonstrates that pseudo-reviews have little effect on product attitude when presented in isolation. However, in Study 2, when pseudo-reviews are presented together with authentic reviews, they negatively affect attitude and purchase intentions, but only to a limited extent, in that medium level incongruity (2 pseudo-reviews and 2 authentic reviews) ratings were lower than the control condition (no pseudo-reviews and 2 authentic reviews). The low level (one pseudo-review) and high level (four pseudo-reviews) incongruity conditions had no distinguishable effects on product evaluations compared to the control conditions. The paper discusses theoretical implications for schema incongruity and optimal stimulus level literature streams, as well as managerial implications for companies that seek to understand how to manage their online reputation given the growing importance and prevalence of user-generated content.
Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos
Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue-based trust and signaling theory, this study aimed to identify and examine the efficacy of content […]
Trusting on a Whim? A Multi-method Inquiry of Cue-based Trust in Online Consumer Product Reviews
Abstract: Online, consumers often cannot develop trust through cumulative experiences with another party but must instead rely on heuristic cues for their trust formation. Drawing on the theoretical construct of cue-based trust and signaling theory, we conducted an online experiment as the final study of a three-study multi-method research project aimed to identify content attributes […]