Do consumers still believe what is said in online product reviews? A persuasion knowledge approach

Silke Bambauer-Sachse and Sabrina Mangold

Journal of Retailing and Consumer Services, 2013, vol. 20, issue 4, 373-381

Abstract: The objective of this paper is to examine the effects of knowledge about manipulated online product reviews on the effectiveness of such reviews in influencing consumers' product evaluations. The results of two empirical studies show that consumers clearly differ with regard to their knowledge that product reviews can be manipulated and that consumers who have such knowledge are less influenced in their product evaluations by reviews, specifically by negative ones. Furthermore, the effects of negative reviews are even weaker when consumers acquire their knowledge through a highly credible source (compared to a less credible source).

Keywords: Online product reviews; Persuasion knowledge; Source credibility (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:20:y:2013:i:4:p:373-381

DOI: 10.1016/j.jretconser.2013.03.004

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