It’s no wonder that the more rewards you get for performing a task, the greater the incentive to do a good job and the better you feel about doing it. But what if the task is to write an objective review of the company or service? Does compensation obscure the line of objectivity? Samuel Curtis of Cornell SC Johnson Graduate School of Management Kaitlin Woolley, an assistant professor of marketing at Johnson Graduate School of Management, wondered the same. Woolley is the lead author of “Incentives Increase the Relative Aggression of Review Content and the Fun of Writing Reviews” published April 23. Marketing Research Journal. Woolley co-author Marissa Sharif is an assistant professor of marketing at the Wharton School of the University of Pennsylvania. “The idea is that if a company pays, the silent group may actually motivate them to write reviews,” Woolley said. “Incentives are generally good for motivation and can increase the number of people who write reviews, but I was curious how it biases what people write.” Woolley and Sharif sought to answer this question through a series of seven controlled experiments. All of the first four experiments use a variety of products and services (video streaming services, recent fast food experiences, etc.) by encouraging reviewing to create customer enjoyment and review content in the reviewing process. Confirmed the hypothesis that the relative positiveness of the. In addition, the fourth showed that if incentives were not directly tied to the actual process of review writing, they would be less effective. Read more at Florida News Times.