Potential service clients concerned about their prepurchase decision increasingly turn to what are called "third party" websites (e.g., Tripadvisor.com, Zagat.com, Yelp. com, Angieslist.com) for reassurance. User reviews and ratings on services such as hotels, airlines, car rentals, restaurants, plumbers, doctors, or movies help consumers make decisions. These reviews are perceived as unbiased since they are posted by the service provider's past customers, who appear to trust websites, such as Tripadvisor.com, to make their decisions (Verna 2008). These reviews can be used as a proxy for WOM (Dellarocas, Zhang, and Awad 2007), and modeled to improve revenue forecasts (Dellarocas, Zhang, and Awad 2007;Liu 2006). Some researchers, however, have found no effects between ratings and sales (Chen and Xie 2008; Duan, Gu, and Whinston 2008a), although the observed effects could be confounded by a between segment or product category effect (Zhu and Zhang 2010).Despite these contrasted results, some firms have been shown to strategically manipulate online reviews in an effort to influence consumers' purchase decisions (Dellarocas, Awad, and Zhang 2006). A recent user reviews and ratings report from TripAdvisor.com titled "2010 Dirtiest Hotels 478498J TRXXX10.