"When review verification does more harm than good: How certified reviews determine customer–brand relationship quality" by Anna MARDUMYAN

When making a purchase, do you trust opinions verified by brands?

This is the question asked by Anna Mardumyan, Professor at ESSCA, and Iris Siret, Associate professor at Université Lumière Lyon 2, in an article published in the Journal of Business Research.

Their aim? To better understand the effects of verification badges on consumers’ purchase behaviour.

The results of their research show that these famous badges can harm the quality of the customer-brand relationship: consumers detect manipulative intentions on the part of brands in these verified reviews.