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Presentation
Threatening Products and Threats to the Social Contract in Consumer Review Forums
Association of Marketing Theory and Practice Annual Conference (AMTP)
  • Lindsay Larson, Georgia Southern University
  • Luther T Denton, Georgia Southern University
Document Type
Presentation
Publication Date
3-1-2014
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.

Location
Hilton Head, SC
Citation Information
Lindsay Larson and Luther T Denton. "Threatening Products and Threats to the Social Contract in Consumer Review Forums" Association of Marketing Theory and Practice Annual Conference (AMTP) (2014)
Available at: http://works.bepress.com/lindsay_rl_larson/42/