Why are you telling me this? An examination into negative consumer reviews on the Web

Although word-of-mouth (WOM) is recognized as a powerful force in persuasion, we know little about the new communication phenomenon known as e-WOM. One of the main forms of e-WOM is the product reviews consumers post on different Web sites, and how this form of e-WOM stands up to this claim is yet unknown. For example, do consumers trust the accuracy of these reviews posted by anonymous reviewers, and, do readers trust negative and positive reviews equally? Past research has shown that people tend to weight negative information more than positive information during evaluation. Through an observation study and two laboratory experiments, we investigate the existence of this negativity effect in e-WOM consumer…