EconPapers    
Economics at your fingertips  
 

May we buy your love? psychological effects of incentives on writing likelihood and valence of online product reviews

Ina Garnefeld (), Sabrina Helm () and Ann-Kathrin Grötschel ()
Additional contact information
Ina Garnefeld: University of Wuppertal
Sabrina Helm: University of Arizona, Norton School of Family & Consumer Sciences
Ann-Kathrin Grötschel: Vaillant GmbH

Electronic Markets, 2020, vol. 30, issue 4, No 10, 805-820

Abstract: Abstract Acknowledging the impact on their sales, companies strive to increase the number of positive online reviews of their products. A recently popular practice for stimulating online reviews is offering monetary rewards to customers in return for writing an online review. However, it is unclear whether such practices succeed in fulfilling two main objectives, namely, increasing the number and the valence of online reviews. With one pilot and two experimental studies, this research shows that offering incentives indeed increases the likelihood of review writing. However, the effect on review valence is mixed, due to contradictory psychological effects: Incentive recipients intend to reciprocate by writing favorable reviews but also perceive a need to resist marketers’ influence, which negatively affects their review valence. Finally, recipients who are less satisfied with the product are particularly prone to psychological costs and decrease the positivity of their online reviews. Consequently, incentives should be applied carefully.

Keywords: Online review; Incentive; Reciprocity; Psychological costs; Experiments (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1007/s12525-020-00425-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elmark:v:30:y:2020:i:4:d:10.1007_s12525-020-00425-4

Ordering information: This journal article can be ordered from
http://www.springer. ... ystems/journal/12525

DOI: 10.1007/s12525-020-00425-4

Access Statistics for this article

Electronic Markets is currently edited by Rainer Alt and Hans-Dieter Zimmermann

More articles in Electronic Markets from Springer, IIM University of St. Gallen
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2021-07-24
Handle: RePEc:spr:elmark:v:30:y:2020:i:4:d:10.1007_s12525-020-00425-4