Online reviews are important decision aids for consumers, but not all reviews are perceived as equally credible, which may hinder consumer decisions. This research identifies positive competitor reviews as a novel source of credible reviews. A pre-test and four studies show that consumers perceive positive reviews written by competitors as more credible than similar consumer-generated reviews. This is because, compared to lay consumers, competitors are perceived as less likely to be compensated for their positive reviews. Positive competitor views, in turn, elicit greater intentions to purchase the reviewed product. Positive competitor reviews are expected to contribute to a “coopetitive” environment.
- Online reviews