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Why consumers exaggerate in online reviews? Moral disengagement and dark personality traits

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  • Kapoor, Payal S.
  • M S, Balaji
  • Maity, Moutusy
  • Jain, Nikunj Kumar

Abstract

Diffusion of digital media has led to extensive reliance on online reviews for purchase decisions. However, consumers may routinely exaggerate about their own consumption experiences. Using moral disengagement theory and the dark personality trait , the present study seeks to enhance the understanding of consumers' intentions to exaggerate about their consumption experience in online reviews. In order to demonstrate convergence of finding and replicability of the proposed relationships, four studies were conducted to examine consumers’ intention to exaggerate about their positive and negative experiences in online reviews for search and experience products respectively. Findings showed significant positive relationships between dark personality traits and intention to exaggerate in online reviews. Furthermore, moral disengagement significantly mediated intention to exaggerate for narcissists and psychopaths. The results reinforce the usefulness of the study for managers as these studies augment the understanding of consumer lying behavior in the context of online reviews and offer insights into mechanisms that might prevent the amplification of such reviews.

Suggested Citation

  • Kapoor, Payal S. & M S, Balaji & Maity, Moutusy & Jain, Nikunj Kumar, 2021. "Why consumers exaggerate in online reviews? Moral disengagement and dark personality traits," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s096969892100062x
    DOI: 10.1016/j.jretconser.2021.102496
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    2. Shawn Berry, 2024. "Fake Google restaurant reviews and the implications for consumers and restaurants," Papers 2401.11345, arXiv.org.
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    8. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    9. Ampadu, Seth & Jiang, Yuanchun & Debrah, Emmanuel & Antwi, Collins Opoku & Amankwa, Eric & Gyamfi, Samuel Adu & Amoako, Richard, 2022. "Online personalized recommended product quality and e-impulse buying: A conditional mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Sung Youl Jun & Tae Wook Ju & Hye Kyung Park & Jacob C. Lee & Tae Min Kim, 2023. "Information distortion in word-of-mouth retransmission: the effects of retransmitter intention and source expertise," Asian Business & Management, Palgrave Macmillan, vol. 22(5), pages 1848-1876, November.
    11. Zaman, Mustafeed & Vo-Thanh, Tan & Nguyen, Chi T.K. & Hasan, Rajibul & Akter, Shahriar & Mariani, Marcello & Hikkerova, Lubica, 2023. "Motives for posting fake reviews: Evidence from a cross-cultural comparison," Journal of Business Research, Elsevier, vol. 154(C).
    12. Snyder, Hannah & Witell, Lars & Gustafsson, Anders & McColl-Kennedy, Janet R., 2022. "Consumer lying behavior in service encounters," Journal of Business Research, Elsevier, vol. 141(C), pages 755-769.

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