Consumers consult online reviews to reduce uncertainty with purchase decisions. Online reviews decrease information asymmetry, increasing purchase likelihood, and brand awareness increases when consumers read reviews. Thus, businesses actively seek to increase the number and quality of online reviews. One strategy to achieve this goal is through incentivizing reviews. This article explores the advantages, disadvantages, legal issues, and best practices for incentivizing reviews, while detailing the breadth of review incentivizing programs at major businesses. Additionally, the authors present a study that uncovers regional and cultural differences in opinions regarding incentivized reviews and the companies that host the reviews.