publication . Research . 2016

When in Doubt, Elaborate?: How Elaboration on Uncertainty Influences the Persuasiveness of Consumer-Generated Product Reviews When Reviewers Are Incentivized

Du Plessis, Christilene; Stephen, Andrew; Bart, Yakov; Goncalves, Dilney;
Open Access English
  • Published: 13 Aug 2016
  • Country: Netherlands
textabstractOnline consumer-generated reviews contain two types of information: core (the review itself) and auxiliary (information accompanying reviews such as details about the reviewer and the review-generating process). Prior work has focused primarily on the former, despite the latter being commonplace. In this paper, we consider how a common type of auxiliary information — disclosure statements about incentives received by reviewers — affects review persuasiveness. Disclosure likely induces uncertainty about reviewer trustworthiness, leading consumers to discount reviewers’ opinions when forming expectations about product quality. However, we show this is ...
free text keywords: incentives, user-generated content, reviewer trustworthiness, uncertainty, attitude certainty
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