Complimentary competition: The impact of positive competitor reviews on review credibility and consumer purchase intentions

Dikla Perez, Inbal Stockheim, Guy Baratz

Research output: Contribution to journalArticlepeer-review

9 Scopus citations

Abstract

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.

Original languageEnglish
Article number103093
JournalJournal of Retailing and Consumer Services
Volume69
DOIs
StatePublished - Nov 2022

Bibliographical note

Publisher Copyright:
© 2022 Elsevier Ltd

Keywords

  • Competition
  • Credibility
  • Online reviews
  • “Coopetition”

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