Why do people read reviews posted on consumer-opinion portals?

@article{Burton2010WhyDP,
  title={Why do people read reviews posted on consumer-opinion portals?},
  author={Jamie Burton and Marwan Khammash},
  journal={Journal of Marketing Management},
  year={2010},
  volume={26},
  pages={230 - 255}
}
Abstract Consumer reviews are accessible to a huge number of readers online, and thus this electronic word of mouth can affect product performance. This research uses template analysis of readers' stories and interviews to identify themes related to the reading of opinions on review websites (consumer-opinion portals), and within these themes, specific consumer motivations for reading other consumers' reviews. In doing so, it validates reading motivations identified by Hennig-Thurau and Walsh… 
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