Threatening Products and Threats to the Social Contract in Consumer Review Forums
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.
Association of Marketing Theory and Practice Annual Conference (AMTP)
Hilton Head, SC
Larson, Lindsay, Luther T. Denton.
"Threatening Products and Threats to the Social Contract in Consumer Review Forums."
Marketing Faculty Presentations.