What does this research mean for the field?

Consumers perceive negative reviewers as less credible than positive reviewers when positivity is expected due to an expectancy-violation of social norms, which subsequently decreases their influence and word-of-mouth. Novelty: ClaimNovelty.NOVEL_FINDING. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This research aims to explore how consumer perceptions of credibility are influenced by the positivity or negativity of reviews.

August 2, 2026Journal of Consumer Research

Are Critics More Credible? When Positivity Is Expected, Negative Reviewers Are Perceived to Be Less Credible

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Authors

JKJunha Kim JGJoseph K. Goodman

Discussion

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Overview

Randomized trial finds negative reviewers perceived as less credible in positive expectation contexts, indicating a need for understanding reviewer influence.

Key Points

This research aims to explore how consumer perceptions of credibility are influenced by the positivity or negativity of reviews.
Conducted 19 studies with a total of 7,330 participants across various product categories.
Examined the relationship between review positivity, source credibility, and word-of-mouth behaviors.
Tested how social norms and prior expectations mediate the perceived credibility of negative reviewers.
Negative reviewers are perceived as less credible compared to positive reviewers, despite their reviews being seen as more helpful.
This effect is mediated by social norms, reversing when consumer expectations are negative.
Reduction in credibility decreases willingness to follow recommendations or engage with the reviewer on social media.

Cite This Study

Kim et al. (2026) studied this question.

synapsesocial.com/papers/6a6eeb201b0468a7eeab40d6 https://doi.org/10.1093/jcr/ucag025

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August 2, 2026Journal of Consumer Research

Are Critics More Credible? When Positivity Is Expected, Negative Reviewers Are Perceived to Be Less Credible

View Full Paper

Ask AI

Bookmark

Authors

JKJunha Kim JGJoseph K. Goodman

Discussion

Member takes

Overview

Randomized trial finds negative reviewers perceived as less credible in positive expectation contexts, indicating a need for understanding reviewer influence.

Key Points

This research aims to explore how consumer perceptions of credibility are influenced by the positivity or negativity of reviews.
Conducted 19 studies with a total of 7,330 participants across various product categories.
Examined the relationship between review positivity, source credibility, and word-of-mouth behaviors.
Tested how social norms and prior expectations mediate the perceived credibility of negative reviewers.
Negative reviewers are perceived as less credible compared to positive reviewers, despite their reviews being seen as more helpful.
This effect is mediated by social norms, reversing when consumer expectations are negative.
Reduction in credibility decreases willingness to follow recommendations or engage with the reviewer on social media.

Cite This Study

Kim et al. (2026) studied this question.

synapsesocial.com/papers/6a6eeb201b0468a7eeab40d6 https://doi.org/10.1093/jcr/ucag025

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