Pseudo-reviews: Conceptualization and consumer effects of a new online phenomenon

作者：

Highlights：

• Pseudo-reviews resemble authentic reviews but mock some aspect of product using humor.

• Pseudo-reviews are perceived by consumers as less helpful than authentic reviews.

• When presented in isolation, pseudo-reviews have little effect on product attitude.

• Presented among authentic reviews, pseudo-reviews have effects only when moderately incongruous.

• Presented among authentic reviews, attitudes are lower when pseudo-reviews are moderately incongruous.

摘要

•Pseudo-reviews resemble authentic reviews but mock some aspect of product using humor.•Pseudo-reviews are perceived by consumers as less helpful than authentic reviews.•When presented in isolation, pseudo-reviews have little effect on product attitude.•Presented among authentic reviews, pseudo-reviews have effects only when moderately incongruous.•Presented among authentic reviews, attitudes are lower when pseudo-reviews are moderately incongruous.

论文关键词：Online reviews,User-generated content,Optimal stimulus level

论文评审过程：Received 27 February 2020, Revised 23 July 2020, Accepted 30 August 2020, Available online 9 September 2020, Version of Record 15 September 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106545