Can Consumers Be Successfully Manipulated? On the Role of Vested vs. non-Vested Reviewers

Angela Sutan, LESSAC, ESC Dijon Bourgogne

Angela Sutan

En collaboration avec Brice Corgnet, Mihaela Bonescu

Abstract :
We conducted an experiment on the informational efficiency of the review process by analyzing the impact on consumers' decisions of two types of reviewers: those who are vested (“interested”) and benefit from the sale of the product and those “disinterested” (non-vested), who do not have a stake in the product. Our results confirm the informative value of disinterested reviews while calling our attention to the possibility of effective manipulation of the review process by interested parties.