Many consumers rely on product reviews posted online, presumably by ordinary citizens describing their authentic experiences. Unfortunately, thought, Amazon and Yelp, the most prominent of the many internet review sites, have been called out for fake and paid-for-reviews. Amazon has threatened to sue people posting fake public reviews. Why is it important that online reviews be trustworthy? Which of Robert B. Cialfini's six psychological triggers applies to persuasion resulting from reading about other people's experience with products and services?