Document Type
Conference Proceeding
Conference Track
Marketing Research/ Demographics/ Consumer Behavior
Publication Date
2014
Abstract
Suspicion regarding dishonest electronic word-of-mouth is a growing concern for online consumers. Individual consumers are occasionally seen acting as product review forum ‘watchdogs’ within the websites they visit; posting vigilante comments against reviews they perceive to be fraudulent. This study investigates consumer ‘watchdog comments,’ and the way in which ego-threatening product categories themselves may actually induce a prosecutorial mindset, leading to greater levels of suspicion towards positive online product reviews and the impulse to prosecute potential fraudsters. A content analysis of actual Amazon.com reviews and consumer commentary indicates that the occurrence of ‘watchdog comments’’ is more common within ego-threatening product categories.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Larson, Lindsay and Denton, Luther T., "Threatening Products and Threats to the Social Contract in Consumer Review Forums" (2014). Association of Marketing Theory and Practice Proceedings 2014. 21.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/21
About the Authors
Dr. Lindsay R.L. Larson, Ph.D. Yale University Assistant Professor of Marketing, Georgia Southern University
Dr. Luther T. Denton, Ph.D. University of Georgia Professor of Marketing, Georgia Southern University