Paying online user reviews backfires badly
While online users are becoming increasingly reliant on reviews to help evaluate products and services, there is a significant downfall for companies who pay users to write reviews.
In the run-up to the 2026 midterm elections, the political parties in many states are working to redefine their congressional district maps to gain every possible edge. From California and Texas to Tennessee and Virginia, redistricting efforts have taken center stage. The Supreme Court has sanctioned partisan gerrymandering, and the system has evolved to one in which state legislature majorities get to determine who is most likely to fill those seats in Congress.
In short, gerrymandering has become a central feature of the system, not a bug. But what if we rethink the structure entirely?
For years, remote work has been viewed as one of the most important drivers of employee satisfaction. New research suggests that assumption may be giving remote work too much credit.
A study published in the INFORMS journal Management Science found that while remote employees often report higher job satisfaction, much of that advantage disappears when researchers account for factors such as workplace culture, trust in management, communication and opportunities for professional development.
A new study from INFORMS suggests warehouse robots perform better when they work together instead of operating independently.
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While online users are becoming increasingly reliant on reviews to help evaluate products and services, there is a significant downfall for companies who pay users to write reviews.
It's a bit of an understatement to say that consumers have come to rely on the internet. For everything from work to entertainment, there's an online aspect that usually makes things easier or more convenient. This is especially true when it comes to shopping. Online sites like Yelp, ConsumerAffairs and TripAdvisor, and forums such as those found on Amazon and even Reddit, have made making an informed purchase that much easier. So, should these sites pay consumers for their review insights? While your curiosity might be piqued at the idea of being paid to share your opinion, a new study shows that paying users to encourage them to write reviews is probably a bad idea.
CATONSVILLE, MD, May 1, 2017 – Online user reviews have become an essential tool for consumers who increasingly rely on them to evaluate products and services before purchase. The business models of online review platforms such as Yelp and TripAdvisor, and e-commerce sites such as Amazon and Expedia critically depend on them. Should such sites pay users to encourage them to write reviews? According to a forthcoming study in the INFORMS journal Marketing Science, a leading academic marketing journal, that is a bad idea.
University of Montana students Brandon Staggs and David Brewer spent a week in Las Vegas, where they, err, did a lot of homework. Staggs and Brewer graduate in May as part of the first Master's of Science in Business Analytics cohort at UM. They're also part of the first UM team to attend the INFORMS Business Analytics conference in Vegas, where they interviewed with companies such as Amazon, GM Financial, Deloitte, and MGM Grand.
Cause marketing, or marketing campaigns involving the combined efforts of a for-profit and non-profit organization, is commonly conducted in retail shops, restaurants, movie theaters and even online. Whether you are attending a "give back" night at Chipotle or a special charity event at a local boutique, cause marketing campaigns seem like the perfect situation for all parties involved. However, a new study in the INFORMS journal of Marketing Science finds that the effects of cause marketing are more complicated than that.

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