Author:
Garnefeld Ina,Helm Sabrina,Grötschel Ann-Kathrin
Abstract
AbstractAcknowledging 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.
Funder
Deutsche Forschungsgemeinschaft
Publisher
Springer Science and Business Media LLC
Subject
Management of Technology and Innovation,Marketing,Computer Science Applications,Economics and Econometrics,Business and International Management
Cited by
18 articles.
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