On the Interaction Between Cheap-Talk Advertising and Credible Product Reviews

Abstract

This paper investigates the interaction between cheap-talk advertising and credible third-party product reviews to inform customers about product quality. We find that cheap-talk advertising can be informative when the firm’s private information helps predict a credible product review. A more informative credible product review has two effects on cheap-talk advertising. First, a credible product review plays a disciplinary role that enables the firm to provide informative advertising. Second, it reduces the incremental value of cheap-talk advertising. We find that, in equilibrium, whether or not the advertising is consistent with a credible product review is informative about product quality..