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The authors of online fake reviews suffer from pangs of conscience, according to a new study which looked at the process behind their creation. The researchers say the findings of the study could be used by websites to put in place better systems to detect fake reviews, which could appeal to the contributor's moral obligation to be truthful. One such participant explained: "As a person, I found it hard to be mean while writing fake negative reviews in hotels I never stayed in." Another questioned: "Why am I badmouthing other hotels?" Imagination Fake reviews are estimated to range between 16% and 40% of all reviews posted. This suggests that there must be a sufficiently large group of lay internet users who-for reasons that could range from malicious to benign-are devoted to writing reviews based on imagination rather than genuine post-purchase experiences. This behaviour of writing fake reviews has, however, hardly come in the research spotlight. Algorithms The latest paper shows that unlike negative and neutral fake reviews that could be exaggerated with affective words in descriptions, positive fake reviews may not necessarily express substantial emotions. Hence, detection algorithms need to be fine-tuned based on the polarity of the incoming reviews. Dr Snehasish Banerjee, Associate Professor in Marketing at the University of York's School for Business and Society, said: "There has been a lot of buzz around the use of AI to detect fake reviews but they have not proven to be overly effective in practice. This could be due to the non-formulaic rhetoric that writers commonly adopt. Intriguingly, one of our participants affirm, "If I were to read my [fake] review, I would have believed [it]." faux saint laurent bagcyber monday messenger bag
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