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.
How Disclosure Source and Content-Publication Fit Impact Consumers’ Recognition and Evaluation of Native E-Cigarette Public Service Announcements
Abstract: Given the increasing amount of public and government related attention devoted to issues surrounding e-cigarette use, the current study examined how disclosure source and content-publication fit in an ENDS […]
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 […]