Online reviews generated through product testing: can more favorable reviews be enticed with free products?

Ina Garnefeld (), Tabea Krah (), Eva Böhm () and Dwayne D. Gremler ()
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Ina Garnefeld: University of Wuppertal
Tabea Krah: University of Wuppertal
Eva Böhm: Technical University of Dortmund
Dwayne D. Gremler: Bowling Green State University

Journal of the Academy of Marketing Science, 2021, vol. 49, issue 4, No 5, 703-722

Abstract: Abstract Online reviews have profound impacts on firm success in terms of sales volume and how much customers are willing to pay, yet firms remain highly dependent on customers’ voluntary contributions. A popular way to increase the number of online reviews is to use product testing programs, which offer participants free products in exchange for writing reviews. Firms that employ this practice generally hope to increase review quality and secure higher product rating scores. However, a qualitative study, experimental study, and multilevel analysis of a field study dataset of more than 200,000 online reviews by product testers combine to reveal that product testing programs do not necessarily generate higher quality reviews, nor better product ratings. Only in certain circumstances (e.g., higher priced products) does offering a product testing program generate these benefits for the firm. Therefore, companies should consider carefully if and when they want to offer product testing programs.

Keywords: Product testing; Online product reviews; Equity theory; Reactance; Multilevel analysis; Experimental study (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11747-021-00770-6

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