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Perceived Deception in Online Consumer Reviews: Antecedents, Consequences, and Moderators

Marketing in a Digital World

ISBN: 978-1-78756-340-7, eISBN: 978-1-78756-339-1

ISSN: 1548-6435

Publication date: 19 September 2019


In this chapter, we introduce a new construct we call “Perceived Deception in Online Consumer Reviews” (PDOCR). Online reviews of products are very important to companies and customers, yet they are vulnerable to unethical representations. Even regardless of whether a deceptive review has been posted or not, we take the position that it is important to understand consumers’ perceptions of deception because it is a consumer’s perception that leads him or her to experience subsequent feelings and opinions and to consider follow-up actions. We draw on the literature and build on the Elaboration Likelihood Model and Cognitive Dissonance Theory to create an overarching framework of antecedents of PDOCR, consequences, and moderators. We also report findings from a sample of in-depth interviews with real consumers about their thoughts on these phenomena and related constructs. We use our framework and theories and the qualitative data to derive Research Questions that we hope will spur future research on these important issues.



Román, S., Riquelme, I.P. and Iacobucci, D. (2019), "Perceived Deception in Online Consumer Reviews: Antecedents, Consequences, and Moderators", Marketing in a Digital World (Review of Marketing Research, Vol. 16), Emerald Publishing Limited, Bingley, pp. 141-166.



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