Avoiding the dark side of positive online consumer reviews: enhancing reviews' usefulness for high risk-averse travelers

Luis V. Casaló, Carlos Flavián, Miguel Guinalíu, Yuksel Ekinci

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    Abstract

    The influence of positive online consumer reviews on the traveler's decision making remains unclear. In this study, two experiments using positive and negative online consumer reviews are conducted to better understand perceived usefulness of the online reviews. Firstly, the study suggests that high risk-averse travelers find the negative online reviews more useful than positive reviews. Secondly, the high-risk averse traveler's perceived usefulness of the positive online reviews can be enhanced if the posting is made by a review expert that includes a travel product picture and having a well-known brand name. These findings offer interesting implications for both marketing theory and practice.
    Original languageEnglish
    Pages (from-to)1829-1835
    Number of pages7
    JournalJournal of Business Research
    Volume68
    Issue number9
    Early online date7 Feb 2015
    DOIs
    Publication statusPublished - 1 Sep 2015

    Keywords

    • online consumer reviews
    • expertise
    • risk aversion
    • usefulness

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