That's Not What Happened: Dealing With Consumer‐Generated Fake Retaliatory Reviews

ABSTRACT Business owners responding to fake retaliatory reviews—negative reviews posted with the intent to harm—sometimes use negative emotional appeals, such as evoking shame or guilt. While these strategies are used to address deviant behavior, they also carry the risk of alienating the broader consumer base. Our research examines how prospective customers respond to the use of negative emotional appeals in this context and highlights the importance of directly addressing fake reviews to protect the firm's reputation. We show that even a highly aversive emotional appeal, such as a shame appeal, can reduce the harm caused by fake retaliatory reviews when appropriately framed. Moreover, our findings suggest that the use of emotional appeals holds greater significance for businesses with lower average star ratings and shorter tenure.