Unpacking the experience of individuals engaging in incentivized false (and genuine) positive reviews: The impact on brand satisfaction

Sıddık Bozkurt, Emma Welch, David Gligor, Nichole Gligor, Vipul Garg and Kishore Gopalakrishna Pillai

Journal of Business Research, 2023, vol. 165, issue C

Abstract: In this paper, we seek to understand how an exchange, where a consumer receives a product from a brand and, in return, leaves an incentivized false positive review, affects that consumer and his/her relationship with that brand. We seek to do that by comparing the impact of leaving an incentivized false positive review to that of leaving an incentivized genuine positive review. We conducted two online experiments to explore whether leaving an incentivized false positive review (vs. incentivized genuine positive review) leads customers to feel guilty, impacting their satisfaction with the brand. To offer a more comprehensive understanding of these relationships, we also investigated whether customers’ levels of amorality and intrinsic religiosity affect the impact of leaving an incentivized (false and genuine) positive review on guilt and customer satisfaction. Our findings allow us to suggest several interesting theoretical and managerial implications.

Keywords: Incentivized false positive reviews; Incentivized genuine positive reviews; Guilt; Satisfaction; Amorality; Intrinsic Religiosity (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:165:y:2023:i:c:s0148296323004356

DOI: 10.1016/j.jbusres.2023.114077

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