Online shoppers fooled by fake reviews
A consumer watchdog in the UK has
reported that many Internet sites are full of fake reviews. The UK's
Competition and Market Authority (CMA) believes there are millions of reviews
on sites for hotels, restaurants, theatres and online stores that have been
paid for to trick shoppers. It said at least 25 million people in Britain read
reviews on websites such as Amazon and TripAdvisor before booking holidays or
doing online shopping. The CMA found there was a growth in the industry that
writes fake reviews for companies and businesses. Many companies wrote fake
reviews about themselves as a marketing tool. Others offered money, free
samples or upgrades in exchange for five-star reviews.
Online reviews are very important to
businesses. Industry analysts estimate that in Britain alone, $36 billion a
year of consumer spending could be influenced by online reviews. A CMA
spokeswoman said: "Millions of people look at online reviews and
endorsements before making decisions such as where to stay on holiday or which
plumber to use." She added: "We have found that consumers who use
online reviews and endorsements find them valuable, but we have also heard
about some practices that may be unlawful." Some of the more illegal
activity includes rival companies posting negative remarks about each other's
goods and services. Bosses could face going to prison for doing this.
3. REVIEWS: Review
these things? Complete this table with your partner(s). Change partners often
and share what you wrote.
|
|
Name |
Positive |
Negative |
|
A
website |
|
|
|
|
A hotel |
|
|
|
|
A car |
|
|
|
|
A
restaurant |
|
|
|
|
Your
government |
|
|
|
|
A
teacher |
|
|
|
4. PRISON: Students
A strongly believe bosses that write fake reviews of their
company should go to prison; Students B strongly believe
otherwise. Change partners again and talk about your conversations.
5. FAKE: Rank
these with your partner. Put the worst type of fakes at the top. Change partners
often and share your rankings.
|
• online review
• smile
• watch
• designer bag |
• banknotes
• resume / CV
• painting
• blood |
6. TRICK: Spend
one minute writing down all of the different words you associate with the word
"". Share your words with your partner(s) and talk about them.
Together, put the words into different categories.
BEFORE READING / LISTENING
1. TRUE / FALSE: Read
the headline. Guess if a-h below are true (T) or false (F).
|
a. |
The
article is about shoppers fooled into buying watches and dogs. |
T / F |
|
b. |
More
than 25 million people in the UK read online reviews. |
T / F |
|
c. |
The
industry for writing online reviews is getting bigger. |
T / F |
|
d. |
Some
companies offer money and upgrades to write good reviews. |
T / F |
|
e. |
Reviews
could affect $36 billion of consumer spending in the UK. |
T / F |
|
f. |
The
article says no one looks at reviews when deciding on a plumber. |
T / F |
|
g. |
Rival
companies never write negative comments about each other. |
T / F |
|
h. |
A boss
who writes a negative review on a rival company can't go to jail. |
T / F |
2. SYNONYM MATCH: Match
the following synonyms from the article.
|
1. |
consumer |
a. |
roughly
calculate |
|
2. |
fake |
b. |
shopper |
|
3. |
trick |
c. |
promotional |
|
4. |
growth |
d. |
useful |
|
5. |
marketing |
e. |
deceive |
|
6. |
estimate |
f. |
support |
|
7. |
influenced |
g. |
hoax |
|
8. |
endorsements |
h. |
jail |
|
9. |
valuable |
i. |
increase |
|
10. |
prison |
j. |
effected |
3. PHRASE MATCH: (Sometimes
more than one choice is possible.)
|
1. |
paid
for to trick |
a. |
going
to prison |
|
2. |
at
least |
b. |
or
upgrades |
|
3. |
there
was a growth |
c. |
companies |
|
4. |
money,
free samples |
d. |
remarks |
|
5. |
in
exchange |
e. |
be
unlawful |
|
6. |
consumer
spending could be influenced |
f. |
in the
industry |
|
7. |
some
practices that may |
g. |
shoppers |
|
8. |
rival |
h. |
for
five-star reviews |
|
9. |
posting
negative |
i. |
by
online reviews |
|
10. |
Bosses
could face |
j. |
25
million people |
GAP FILL
|
A
consumer (1) ____________ in the UK has reported that many Internet sites are
full of fake reviews. The UK's Competition and Market Authority (CMA) (2)
____________ there are millions of reviews on sites for hotels, restaurants,
theatres and online stores that have been paid for to (3) ____________
shoppers. It said at least 25 million people in Britain read reviews on
websites such as Amazon and TripAdvisor before (4) ____________ holidays or
doing online shopping. The CMA found there was a (5) ____________ in the
industry that writes fake reviews for companies and businesses. Many
companies wrote fake reviews about themselves as a marketing (6)
____________. Others offered money, free (7) ____________ or upgrades in
exchange for five-(8) ____________ reviews. |
|
believes |
|
Online
reviews are very important to businesses. Industry (9) ____________ estimate
that in Britain alone, $36 billion a year of consumer spending could be (10)
____________ by online reviews. A CMA spokeswoman said: "Millions of
people look at online reviews and endorsements before (11) ____________
decisions such as where to stay on holiday or which (12) ____________ to
use." She added: "We have found that consumers who use online
reviews and endorsements find them (13) ____________, but we have also heard
about some practices that may be (14) ____________." Some of the more
illegal activity includes (15) ____________ companies posting negative
remarks about each other's goods and services. Bosses could (16) ____________
going to prison for doing this. |
|
making |
LISTENING - Guess the answers. Listen
to check.
|
1) |
A
consumer watchdog in the UK has reported that many Internet sites ______
reviews |
|
|
a.
are filled of fake |
|
2) |
reviews
on sites for hotels, restaurants, theatres and online stores that have been
___ shoppers |
|
|
a.
paid for too trick |
|
3) |
there
was a growth in the industry that writes fake reviews for ______. |
|
|
a.
companies in businesses |
|
4) |
Many
companies wrote fake reviews about themselves ______. |
|
|
a.
as a marketing stool |
|
5) |
Others
offered money, free samples or upgrades in exchange ______ reviews. |
|
|
a.
four five-star |
|
6) |
in
Britain alone, $36 billion a year of consumer spending ______ |
|
|
a.
could be influenced |
|
7) |
Millions
of people look at online reviews and endorsements ______ |
|
|
a.
afore making decisions |
|
8) |
We have
found that consumers who use online reviews and endorsements ______ |
|
|
a.
finds them valuable |
|
9) |
Some of
the more illegal activity includes rival companies posting negative remarks
_____goods |
|
|
a.
about teach other's |
|
10) |
Bosses
could face going to prison ______ |
|
|
a.
for doing that |
LISTENING – Listen and fill in the gaps
A consumer watchdog in the UK (1)
___________________ many Internet sites are full of fake reviews. The UK's
Competition and Market Authority (CMA) believes there are millions (2)
___________________ for hotels, restaurants, theatres and online stores that
have (3) __________________ trick shoppers. It said at least 25 million people
in Britain read reviews on websites such as Amazon and TripAdvisor before
booking holidays or doing online shopping. The CMA found (4)
___________________ in the industry that writes fake reviews for companies and
businesses. Many companies wrote (5) ___________________ themselves as a
marketing tool. Others offered money, free samples or upgrades in (6)
___________________-star reviews.
Online reviews are very important to
businesses. (7) __________________ that in Britain alone, $36 billion a year of
consumer spending could be influenced (8) ___________________. A CMA
spokeswoman said: "Millions of people look at online reviews and
endorsements before making decisions (9) ___________________ stay on holiday or
which plumber to use." She added: "We have found that (10)
___________________ online reviews and endorsements find them valuable, but we
have also heard about some practices that (11) ___________________." Some
of the more illegal activity includes rival companies posting negative remarks
about each other's goods and services. Bosses could (12) ___________________
prison for doing this.
COMPREHENSION QUESTIONS
|
1. |
What
kind or organisation reported on the fake online reviews? |
|
2. |
What
did the CMA say fake reviews are designed to do to shoppers? |
|
3. |
How
many British people read online reviews? |
|
4. |
What do
some companies use as a marketing tool? |
|
5. |
What do
some companies offer money or upgrades in exchange for? |
|
6. |
How
much spending in the UK could be affected by fake reviews? |
|
7. |
Who
said millions of people look at online reviews? |
|
8. |
What
kind of practices did the CMA hear about? |
|
9. |
What
kind of companies write negative comments on other companies? |
|
10. |
What
could happen to bosses who write negative reviews about rivals? |
MULTIPLE CHOICE - QUIZ
|
1. |
What
kind or organisation reported on the fake online reviews? |
6. |
How
much spending in the UK could be affected by fake reviews? |
|
|
a) a
group of dogsbodies |
|
a) $26
billion |
|
2. |
What
did the CMA say fake reviews are designed to do to shoppers? |
7. |
Who
said millions of people look at online reviews? |
|
|
a)
educate them |
|
a) a fake
reviewer |
|
3. |
How
many British people read online reviews? |
8. |
What
kind of practices did the CMA hear about? |
|
|
a)
three-quarters |
|
a)
unlawful ones |
|
4. |
What do
some companies use as a marketing tool? |
9. |
What
kind of companies write negative comments on other companies? |
|
|
a) fake
reviews |
|
a) big
ones |
|
5. |
What do
some companies offer money or upgrades in exchange for? |
10. |
What
could happen to bosses who write negative reviews about rivals? |
|
|
a)
loyalty cards |
|
a) they
could get promoted |
ROLE PLAY
|
Role
A – Smile You
think a fake smile is the worst thing. Tell the others three reasons why.
Tell them why their things aren't so bad. Also, tell the others which is the
least harmful of these (and why): fake blood, money or a fake resume / CV. |
|
Role
B – Blood You
think fake blood is the worst thing. Tell the others three reasons why. Tell
them why their things aren't so bad. Also, tell the others which is the least
harmful of these (and why): a fake smile, money or a fake resume / CV. |
|
Role
C – Money You
think fake money is the worst thing. Tell the others three reasons why. Tell
them why their things aren't so bad. Also, tell the others which is the least
harmful of these (and why): fake blood, a fake smile or a fake resume / CV. |
|
Role
D – Resume / CV You
think a fake resume / CV is the worst thing. Tell the others three reasons
why. Tell them why their things aren't so bad. Also, tell the others which is
the least harmful of these (and why): fake blood, money or a fake
smile. |
AFTER READING / LISTENING
1. WORD SEARCH: Look
in your dictionary / computer to find collocates, other meanings, information,
synonyms … for the words 'online' and 'review'.
|
online |
review |
- Share your findings with your partners.
- Make questions using the words you found.
- Ask your partner / group your questions.
2. ARTICLE QUESTIONS: Look
back at the article and write down some questions you would like to ask the
class about the text.
- Share your questions with other classmates / groups.
- Ask your partner / group your questions.
3. GAP FILL: In
pairs / groups, compare your answers to this exercise. Check your answers. Talk
about the words from the activity. Were they new, interesting, worth learning…?
4. VOCABULARY: Circle
any words you do not understand. In groups, pool unknown words and use dictionaries
to find their meanings.
5. TEST EACH OTHER: Look
at the words below. With your partner, try to recall how they were used in the
text:
|
|
ONLINE REVIEWS SURVEY
Write five GOOD questions about
online reviews in the table. Do this in pairs. Each student must write the
questions on his / her own paper.
When you have finished, interview
other students. Write down their answers.
|
|
STUDENT
1 _____________ |
STUDENT
2 _____________ |
STUDENT
3 _____________ |
|
Q.1. |
|
|
|
|
Q.2. |
|
|
|
|
Q.3. |
|
|
|
|
Q.4. |
|
|
|
|
Q.5. |
|
|
|
- Now return to your original partner and share and talk about what
you found out. Change partners often.
- Make mini-presentations to other groups on your findings.
ONLINE REVIEWS DISCUSSION
STUDENT A's QUESTIONS (Do
not show these to student B)
|
1) |
What
did you think when you read the headline? |
|
2) |
What
springs to mind when you hear the word 'review'? |
|
3) |
What do
you think of online reviews? |
|
4) |
Have
you ever written or would you ever write an online review? |
|
5) |
Do you
believe online reviews? |
|
6) |
How
surprised are you at what you read? Why? |
|
7) |
How bad
is it for companies to fake reviews about themselves? |
|
8) |
Would
you write a good review for a bad product for money? |
|
9) |
What
things would you like to review? |
|
10) |
How
would you review your English class? |
-----------------------------------------------------------------------------
STUDENT B's QUESTIONS (Do
not show these to student A)
|
11) |
Did you
like reading this article? Why/not? |
|
12) |
Why are
online reviews so important to businesses? |
|
13) |
What
laws should there be for online reviews? |
|
14) |
Would
you be angry if you bought a bad product after reading a good review about
it? |
|
15) |
Does
most advertising try to trick consumers? |
|
16) |
What
was the worst thing you spent your money on? |
|
17) |
What
should happen if companies post negative reviews on each other? |
|
18) |
How
might someone review your work? |
|
19) |
Would
you like a job as an online reviewer? |
|
20) |
What
questions would you like to ask an online reviewer? |
DISCUSSION (Write your own questions)
|
STUDENT
A's QUESTIONS (Do not show these to student B) |
|
|
1. |
________________________________________________________ |
|
2. |
________________________________________________________ |
|
3. |
________________________________________________________ |
|
4. |
________________________________________________________ |
|
5. |
________________________________________________________ |
|
6. |
________________________________________________________ |
----------------------------------------------------------------------------
|
STUDENT
B's QUESTIONS (Do not show these to student A) |
|
|
1. |
________________________________________________________ |
|
2. |
________________________________________________________ |
|
3. |
________________________________________________________ |
|
4. |
________________________________________________________ |
|
5. |
________________________________________________________ |
|
6. |
________________________________________________________ |
LANGUAGE - CLOZE
A consumer (1) ____ in the UK has
reported that many Internet sites are full of fake reviews. The UK's
Competition and Market Authority (CMA) (2) ____ there are millions of reviews
on sites for hotels, restaurants, theatres and online stores that have been
paid (3) ____ to trick shoppers. It said at least 25 million people in Britain
read reviews on websites such (4) ____ Amazon and TripAdvisor before booking
holidays or doing online shopping. The CMA found there was a (5) ____ in the
industry that writes fake reviews for companies and businesses. Many companies
wrote fake reviews about themselves as a marketing (6) ____. Others offered
money, free samples or upgrades in exchange for five-star reviews.
Online reviews are very important to
businesses. Industry analysts estimate that in Britain (7) ____, $36 billion a
year of consumer spending could be influenced (8)
____ online reviews. A CMA spokeswoman said: "Millions of people look at
online reviews and endorsements before (9) ____ decisions such as where to stay
on holiday or which plumber to use." She added: "We have found that
consumers who use online reviews and endorsements find them (10) ____, but we
have also heard about some practices that may be unlawful." Some of the
more illegal activity includes (11) ____ companies posting negative remarks
about each other's goods and services. Bosses could (12) ____ going to prison
for doing this.
Put the correct words from the table
below in the above article.
|
1. |
(a) |
dog
watcher |
(b) |
watchdog |
(c) |
bloodhound |
(d) |
dogsbody |
|
2. |
(a) |
bleeds |
(b) |
believes |
(c) |
belies |
(d) |
beliefs |
|
3. |
(a) |
by |
(b) |
from |
(c) |
of |
(d) |
for |
|
4. |
(a) |
is |
(b) |
as |
(c) |
was |
(d) |
has |
|
5. |
(a) |
elevation |
(b) |
heighten |
(c) |
rocket |
(d) |
growth |
|
6. |
(a) |
gadget |
(b) |
appliance |
(c) |
tool |
(d) |
machine |
|
7. |
(a) |
alone |
(b) |
lonesome |
(c) |
lonely |
(d) |
loner |
|
8. |
(a) |
as |
(b) |
to |
(c) |
by |
(d) |
at |
|
9. |
(a) |
make |
(b) |
made |
(c) |
makes |
(d) |
making |
|
10. |
(a) |
valuable |
(b) |
effervescent |
(c) |
provoking |
(d) |
costly |
|
11. |
(a) |
rival |
(b) |
rivalled |
(c) |
rivalry |
(d) |
rivals |
|
12. |
(a) |
face |
(b) |
head |
(c) |
skull |
(d) |
nose |
SPELLING
|
Paragraph
1 |
|
|
1. |
A
consumer hocwgadt in the UK |
|
2. |
nteursaarst, theatres and online stores |
|
3. |
a
growth in the nstidruy |
|
4. |
companies
and isesesusnb |
|
5. |
free apsmsel |
|
6. |
in ghcexnae for
five-star reviews |
|
Paragraph
2 |
|
|
7. |
Industry tlnsaysa |
|
8. |
ufncenledi by online reviews |
|
9. |
reviews
and smnseteerdno |
|
10. |
find
them vebaaull |
|
11. |
lilaleg activity |
|
12. |
negative rmaekrs |
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