Pseudo-reviews: Conceptualization and consumer effects of a new online phenomenon

A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about alleged product use. However, while authentic reviews often include humor as a stylistic device to convey a genuine product evaluation, pseudo-reviews use humor to mock some product aspect. This research introduces, conceptualizes, and investigates...