Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers

Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers

We show that although incentivizing product reviews results in more helpful content, disclosing payment lowers review consumers’ product quality expectations. This effect occurs because disclosure induces doubt in product quality and persists when more objective information is available, irrespectiv...

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Main Authors: STEPHEN, Andrew T, BART, Yakov, du PLESSIS, Christilene, GONCALVES, Dilney
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2012
Subjects:
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/5796
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Institution: Singapore Management University
Language: English
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spelling sg-smu-ink.lkcsb_research-67952018-05-25T06:54:13Z Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers STEPHEN, Andrew T BART, Yakov du PLESSIS, Christilene GONCALVES, Dilney We show that although incentivizing product reviews results in more helpful content, disclosing payment lowers review consumers’ product quality expectations. This effect occurs because disclosure induces doubt in product quality and persists when more objective information is available, irrespective of disclosure specificity, across product categories and even after product trial. 2012-10-01T07:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/5796 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Marketing
spellingShingle Marketing
STEPHEN, Andrew T
BART, Yakov
du PLESSIS, Christilene
GONCALVES, Dilney
Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers
description We show that although incentivizing product reviews results in more helpful content, disclosing payment lowers review consumers’ product quality expectations. This effect occurs because disclosure induces doubt in product quality and persists when more objective information is available, irrespective of disclosure specificity, across product categories and even after product trial.
format text
author STEPHEN, Andrew T
BART, Yakov
du PLESSIS, Christilene
GONCALVES, Dilney
author_facet STEPHEN, Andrew T
BART, Yakov
du PLESSIS, Christilene
GONCALVES, Dilney
author_sort STEPHEN, Andrew T
title Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers
title_short Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers
title_full Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers
title_fullStr Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers
title_full_unstemmed Does paying for online product reviews pay off? The effects of monetary incentives on content creators and consumers
title_sort does paying for online product reviews pay off? the effects of monetary incentives on content creators and consumers
publisher Institutional Knowledge at Singapore Management University
publishDate 2012
url https://ink.library.smu.edu.sg/lkcsb_research/5796
_version_ 1770574108169338880

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