On my best behaviour: Exploration of the effect of two-way online review systems on consumer behaviour during service experiences

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Marketing, International Business and Entrepreneurship (MIBE) Research Seminar

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“On my best behaviour: Exploration of the effect of two-way online review systems on consumer behaviour during service experiences” - Ben Marder

Abstract:

Suppliers work harder when they suspect customers will leave positive feedback via online customer reviews. But what about customers? Do they also put more effort into an exchange when the roles are reversed (i.e., customers are the focus of a review)? Here, we address how customers respond when suppliers participate in a two-sided reviewing system. Deploying six experiments in different consumption settings, the results confirm that customers tend to behave (or intend to) in a more desirable manner (referred to as ‘ingratiation’ behaviour: e.g., more courteous, polite, amenable, etc.) when there is the possibility that they feature in a review. We argue this happens because online reviews are interpreted as source of monitoring. And so, when featuring in a review is possible, customers’ public self-awareness rises, which motivates a desire to be presented in the most positive light possible. However, implementing a two-sided review system is more nuanced. We find customers may also experience psychological reactance to being reviewed, ultimately leading to harmful repercussions in the form of negative word-of-mouth (nWOM).

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