A trio of business school professors -- in trying to understand the potential effects on consumers and the economy by fake reviews -- has identified which hotels are likely to generate or attract fraudulent reviews.
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The online, user-generated review is a boon for consumers—a chance to sidestep promotional claims and get an honest assessment. But as soon as reviews appeared online, fake reviews followed. A study co-authored by Professor Judith Chevalier looks at the prevalence of fake hotel reviews and tests a hypothesis about who might post them and why.
Whether you're deciding what book to order from Amazon or where to stay on your next family vacation, you've probably skimmed online reviews to learn from other customers' experiences. Unfortunately, some of these reviews may be fake...
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