Avoiding the dark side of positive online consumer reviews: enhancing reviews' usefulness for high risk-averse travelersCasaló, 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 Full text not archived in this repository. It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.1016/j.jbusres.2015.01.010 Abstract/SummaryThe 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.
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