That's Not What Happened: Dealing With Consumer‐Generated Fake Retaliatory Reviews DOI Creative Commons
Raika Sadeghein,

M. Paula Fitzgerald,

Stephen X. He

et al.

Psychology and Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: May 10, 2025

ABSTRACT Business owners responding to fake retaliatory reviews—negative reviews posted with the intent harm—sometimes use negative emotional appeals, such as evoking shame or guilt. While these strategies are used address deviant behavior, they also carry risk of alienating broader consumer base. Our research examines how prospective customers respond appeals in this context and highlights importance directly addressing protect firm's reputation. We show that even a highly aversive appeal, can reduce harm caused by when appropriately framed. Moreover, our findings suggest holds greater significance for businesses lower average star ratings shorter tenure.

Language: Английский

That's Not What Happened: Dealing With Consumer‐Generated Fake Retaliatory Reviews DOI Creative Commons
Raika Sadeghein,

M. Paula Fitzgerald,

Stephen X. He

et al.

Psychology and Marketing, Journal Year: 2025, Volume and Issue: unknown

Published: May 10, 2025

ABSTRACT Business owners responding to fake retaliatory reviews—negative reviews posted with the intent harm—sometimes use negative emotional appeals, such as evoking shame or guilt. While these strategies are used address deviant behavior, they also carry risk of alienating broader consumer base. Our research examines how prospective customers respond appeals in this context and highlights importance directly addressing protect firm's reputation. We show that even a highly aversive appeal, can reduce harm caused by when appropriately framed. Moreover, our findings suggest holds greater significance for businesses lower average star ratings shorter tenure.

Language: Английский

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