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Word Count: 4,900
Online product reviews are an important source of information for both buyers and marketers Online product reviews and ratings are often the only way customers can get semi-independent information about a product before purchasing it This paper summarizes a study designed to investigate consumers reactions to product reviews that were either entirely positive or that were mostly positive but acknowledged some product faults Participants read the reviews and then estimated the effectiveness and their likelihood of purchasing a weight loss product The findings revealed that participants gave much higher rankings and preferences to the product with a mostly positive review than the product with an all positive review Skepticism e word-of-mouth communication pratfall effect and backfire effect were used to interpret these empirical findings Online shopping has become common among consumers Online reviews are written messages supposedly submitted by former users sharing their usage experience with various products and services Online reviews are messages consisting of written communications conversations and the photos or visual images Online social networking enables to communicate information about online and off-line purchases with friends and strangers Online reviews have been increasingly used by consumers to gather product information before making a purchase According to Riegner approximately one-third of broadband users have reviewed products or provided product ratings 2007 Hennig-Thurau Gwinner Walsh and Gremler 2004 have identified a number of factors which they think to encourage people to do online reviews Some people are motivated by the desire for social interaction others by the desire to help advise or warn others and some others are motivated by the economic incentives offered by some websites It is easy to imagine that people who want to help others have enhanced feelings of self-worth after posting useful and accurate information Knowing that people are reading and considering ones comment will enhance self-worth because ones opinion becomes valuable and useful for others Ante reported that nearly 70 percent of
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