Not Just for Fun: The Effect of Pseudo-Reviews on Consumer Behavior
37 Pages Posted: 3 Oct 2023
Abstract
Most prior work on online reviews assumes that the value of reviews for consumers lies only in providing information about the product or the consumer’s experience with the product. Yet, consumers also post and interact with pseudo-reviews, which are defined as reviews that describe exaggerated experiences with products while trying to be entertaining. To address the nature and consequences of pseudo-reviews, this study develops a framework for understanding the value of pseudo-reviews and how they affect consumer decision-making. First, we define how pseudo-reviews differ from other types of reviews. Then, we empirically examine how pseudo-reviews moderate the relationship between online review valence (how positive or negative the review is) and purchase intention. Finally, using a dual-processing theoretical lens, we examine how pseudo-reviews affect consumer decision-making through systematic and affective processing. We test our model through two experiments. The first study finds that pseudo-reviews reduce the impact of review valence on purchase intention when compared to genuine reviews. The second study shows that pseudo-reviews affect uncertainty and amusement, and these in turn affect purchase intention. We discuss the implications of pseudo-reviews for theory and practice.
Keywords: Online Reviews, pseudo-reviews, user-generated content, consumer decision-making
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