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

Casaló, L. V., Flavián, C., Guinalíu, M. and Ekinci, Y. (2015) Avoiding the dark side of positive online consumer reviews: enhancing reviews' usefulness for high risk-averse travelers. Journal of Business Research, 68 (9). pp. 1829-1835. ISSN 0148-2963 doi: 10.1016/j.jbusres.2015.01.010

Abstract/Summary

The influence of positive online consumer reviews on a traveler's decision making remains unclear. To better understand the perceived usefulness of online reviews, this study conducts two experiments using positive and negative online consumer reviews. Study results suggest that high risk-averse travelers find negative online reviews more useful than positive reviews. For positive online reviews, high-risk averse travelers feel expert reviewers' postings, travel product pictures, and well-known brand names enhance usefulness of the positive online reviews. These findings offer interesting implications for both marketing theory and practice.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/39323
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	Elsevier
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