Seeing Stars: Novel Insights on how Consumers Generate and Use Product Ratings
People often see summary information about reviews for a product (e.g., mean rating, total number of reviews, distribution of reviews) before reading individual reviews. We manipulated this summary information to investigate its effects on judgments of how helpful a given review is. Only the deviation (i.e., absolute difference) between a given review and the mean product rating was significantly related to helpfulness judgments, so we will focus on this factor. We found that as reviews strayed further from the mean, participants rated them as less helpful. This was true for all products we tested. This relationship has implications for the reviews consumers choose to read and how they update their beliefs after review information.
Andr茅, Quentin. 鈥淪eeing Stars: Novel Insights on how Consumers Generate and Use Product Ratings鈥. Advances in Consumer Research. 2022, Vol. 50, p555-559.
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