In this note, I discuss the article of Dorner et al. who experimentally study the issue of generating high-quality online product reviews under two different incentive schemes. I first classify their work in the existing literature on marketing and information systems and highlight their contribution. I then argue that the existence of cognitive dissonance costs serve as a reasonable explanatory factor for their main results. Two further critical issues warn against the limited generalizability of the present study to the real review market and ability to provide practical implications.

中文翻译：

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讨论“评论市场：具有货币激励的在线产品评论者的战略行为”

在本文中，我将讨论Dorner等人的文章。他通过实验研究了在两种不同的激励方案下生成高质量在线产品评论的问题。首先，我将他们的工作归类于现有的有关营销和信息系统的文献中，并着重介绍他们的贡献。然后，我认为认知失调成本的存在可以作为其主要结果的合理解释因素。另外两个关键问题警告说，本研究对真实评论市场的推广性有限，并且无法提供实际的含义。