» » Reviews Without a Purchase: Low Ratings, Loyal Customers, and Deception. Eric T. Anderson. Journal of Marketing Research

Reviews Without a Purchase: Low Ratings, Loyal Customers, and Deception. Eric T. Anderson. Journal of Marketing Research

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Professors Eric T. Anderson, Kellogg School of Management, Northwestern University and Duncan I. Simester, MIT Sloan School of Management, Massachusetts Institute of Technology, document a fascinating phenomenon based on fake product reviews. Their research paper shows “that approximately 5% of product reviews on a large private label retailer’s website are submitted by customers with no record of ever purchasing the product they are reviewing.”