to review a product or service there is a possibility that a seller may attempt to manipulate reviews in a number of ways. Sellers may hire third parties or create fake identities in order to leave positive reviews on their product or service. They may also do the same to create negative reviews on competing products and services. Balance of Negative and Positive Reviews Customers which have a negative experience with a product or service are more likely to offer a their review in an effort to resolve buyer’s remorse in comparison to those which have had a positive experience. One Side of the Story Those reading reviews on products and services are likely to view reviews which only tell one side to the story. This is a disadvantage to both a potential customer and seller as the review may not tell the other side of a story which may be based on a misunderstanding. See also Distributed thinking Collective consciousness Participatory monitoring Crowdfunding Crowdsourcing References Further reading Is There an eBay for Ideas? European Management Review, 2011 Herding Behavior as a Network Externality, Proceedings of the International Conference on Information Systems, Shanghai, December 2011 The Geography of Crowdfunding, NET Institute Working Paper No. 10-08, Oct 2010 The micro-price of micropatronage, The Economist, September 27, 2010 Putting your money where your mouse is, The Economist, September 2, 2010 Cash-strapped entrepreneurs get creative in BBC News Harter, J.K., Shmidt, F.L., & Keyes, C.L. (2002). Well-Being in the Workplace and its Relationship to Business Outcomes: A Review of the Gallup Studies. In C.L. Keyes & J. Haidt (Eds.), Flourishing: The Positive Person and the Good Life (pp. 205–224). Washington D.C.: American Psychological Association. Surowiecki, James, The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations, 2004 Internet terminology Customer experience Collaboration Collective intelligence Human-based computation Social information processing Crowd psychology