Glossary
I don’t want to create a whole new set of Internet Marketing buzz words… I really don’t. But man, it’s so much easier to write a blog with them.
- CR: Acronym for Consumer Review, or User Review
- Doctoring: Referring to webmasters or owners of CR sites, the act of deleting or altering negative reviews for the sake of marketing the reviewee
- Framing: A behavioral phenomenon familiar to cognitive psychologists, wherein individuals are more attentive to negative consequences than positive ones when making risky decisions. This is the basis for the Limbo Effect theory
- Limbo Effect: Also known as the “how low can you go” theory, asserting that many consumer review sites intentionally pursue negative content because it is inherenty stickier and therefore more profitable
- Negative Bias: In a given set of reviews, the tendency of consumers to mentally assign greater value to negative content than positive, even when the total count of positive reviews drastically outnumbers the total count of negative reviews
- ORM: Acronym for Online Reputation Management
- Research Vs. Reflection: The mutually exclusive motivators that cause consumers to seek out review sites
- Reviewee: The business, company, product, or individual being reviewed
- Triggers: Keywords and phrases found in reviews that have the power to sway consumer opinion regardless of the context or number of reviews to the contrary. An example keyword trigger for restaurants (or apartment buildings) would be “cockroaches”
