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

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

Abstract

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.

Suggested Citation

  • Casaló, Luis V. & Flavián, Carlos & Guinalíu, Miguel & Ekinci, Yuksel, 2015. "Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers," Journal of Business Research, Elsevier, vol. 68(9), pages 1829-1835.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:9:p:1829-1835
    DOI: 10.1016/j.jbusres.2015.01.010
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    Cited by:

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    10. Barta, Sergio & Gurrea, Raquel & Flavián, Carlos, 2023. "Consequences of consumer regret with online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    11. Yong Liu & Wen‐xue Gan & Wen‐wen Ren, 2021. "Influence mechanism of online consumer comments on e‐retailer," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(5), pages 1132-1145, July.
    12. Banerjee, Snehasish & Chua, Alton Y.K., 2023. "Understanding online fake review production strategies," Journal of Business Research, Elsevier, vol. 156(C).
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    14. Raffaele Filieri & Elisabetta Raguseo & Claudio Vitari, 2018. "What moderates the influence of extremely negative ratings? The role of review and reviewer characteristics," Grenoble Ecole de Management (Post-Print) halshs-01923196, HAL.
    15. Ahmad, Shimi Naurin & Laroche, Michel, 2017. "Analyzing electronic word of mouth: A social commerce construct," International Journal of Information Management, Elsevier, vol. 37(3), pages 202-213.
    16. Barta, Sergio & Belanche, Daniel & Fernández, Ana & Flavián, Marta, 2023. "Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    17. Casaló, Luis V. & Flavián, Carlos & Ibáñez-Sánchez, Sergio, 2020. "Influencers on Instagram: Antecedents and consequences of opinion leadership," Journal of Business Research, Elsevier, vol. 117(C), pages 510-519.
    18. Ketron, Seth, 2017. "Investigating the effect of quality of grammar and mechanics (QGAM) in online reviews: The mediating role of reviewer crediblity," Journal of Business Research, Elsevier, vol. 81(C), pages 51-59.
    19. Hernández-Ortega, Blanca, 2020. "When the performance comes into play: The influence of positive online consumer reviews on individuals' post-consumption responses," Journal of Business Research, Elsevier, vol. 113(C), pages 422-435.
    20. Rita, Paulo & Moro, Sérgio & Cavalcanti, Gabriel, 2022. "The impact of COVID-19 on tourism: Analysis of online reviews in the airlines sector," Journal of Air Transport Management, Elsevier, vol. 104(C).
    21. Capatina, Alexandru & Micu, Adrian & Micu, Angela Eliza & Bouzaabia, Rym & Bouzaabia, Olfa, 2018. "Country-based comparison of accommodation brands in social media: An fsQCA approach," Journal of Business Research, Elsevier, vol. 89(C), pages 235-242.
    22. Raffaele Filieri & Elisabetta Raguseo & Claudio Vitari, 2018. "What moderates the influence of extremely negative ratings? The role of review and reviewer characteristics," Post-Print halshs-01923196, HAL.
    23. Yang, Liu & Dong, Shaozeng, 2018. "Rebate strategy to stimulate online customer reviews," International Journal of Production Economics, Elsevier, vol. 204(C), pages 99-107.

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