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Starting Positive: The Impact of Self-Presentation Concerns on Consumer Reviews

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Date
02/12/2025
Author(s)
Solinas, E., Valsesia, F., Nunes, J. C., & Ordanini, A
Publication
Starting Positive: The Impact of Self-Presentation Concerns on Consumer Reviews. It will open in a new tabStarting Positive: The Impact of Self-Presentation Concerns on Consumer Reviews

This study examines how self-presentation concerns shape online reviewing behavior. Reviewers initially avoid posting negative reviews to protect perceptions of warmth, leading to a downward trend in ratings as their review history grows. Evidence from field data and experiments highlights platform design interventions that mitigate positive bias.

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