When and Why do Consumers Review ?
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SSHRC IG awarded 2025: This research program makes several contributions to theory and practice. Theoretically, we explore a pivotal but under-researched stage in the online WOM process---the very beginning---by examining consumers' decisions to post a review. In addition, we highlight and examine how other-focused (rather than self-focused) motivations drive consumers' decision to post reviews. In doing so, we contribute by illuminating the role of two important but overlooked parties in the WOM process: other consumers and businesses themselves. Practically, understanding other-focused motivations is valuable because these motivations can be activated by easy-to-implement, zero-cost interventions for businesses and review platforms. These interventions can help businesses, platforms, and the public by crowding out fake and outdated reviews, ultimately improving the quality of online WOM.
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http://purl.org/coar/resource_type/c_1843
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© Moore, Sarah. All rights reserved other than by permission. This document is embargoed to those without UAlberta CCID until 2032.
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Except where otherwised noted, this item's license is described as © Moore, Sarah. All rights reserved other than by permission. This document is embargoed to those without UAlberta CCID until 2032.