The Ironic Effect of Source Identificationon the Perceived Credibility of Online Product Reviewers

Authors:
Lotte M. Willemsen;Peter C. Neijens;Fred Bronner
Affiliations:
Amsterdam School of Communication Research, University of Amsterdam, the Netherlands;Graduate School of Communication, University of Amsterdam, the Netherlands;Amsterdam School of Communication Research, University of Amsterdam, the Netherlands
Venue:
Journal of Computer-Mediated Communication
Year:
2012

Citing 5
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Abstract

This study posits that sources of online product reviews can induce differential effects on 2 dimensions of source credibility, perceived expertise and perceived trustworthiness. Study 1 shows that experts are perceived as having more expert knowledge, but at the same time as having less trustworthiness than laypersons, and vice versa. These opposing credibility evaluations suppress the effect of online source identification on readers' attitudes toward online product reviews. Study 2 finds that these opposing credibility assessments only emerge when the expert status of the source is based on self-claims. When the expert status of the online source is based on peer ratings, the source is assessed as having both expertise and trustworthiness. © 2012 Wiley Periodicals, Inc.