Threatening Products and Threats to the Social Contract in Consumer Review Forums

Authors

Lindsay Larson, Georgia Southern UniversityFollow
Luther T. Denton, Georgia Southern UniversityFollow

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.

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

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