Rating with confidence : how rating scales affect future wom behavior

David GODES; Yu Jen CHEN

Rating with confidence : how rating scales affect future wom behavior

David GODES, Yu Jen CHEN

Department of Marketing and International Business

Research output: Other Conference Contributions › Abstract › peer-review

Abstract

It is fairly well accepted that WOM impact the receivers of social information, however there has been far less research to understand its effect on the information providers. How might the process of providing a product rating affect one’s subsequent behavior? For example, will product reviewers behave differently if they offer their rating score on a 2-pt vs. on a 5-pt rating scale?

Original language	English
Pages	430-431
Number of pages	2
Publication status	Published - 1 Jan 2014

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http://www.acrwebsite.org/volumes/1017952/volumes/v42/NA-42

Cite this

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AB - It is fairly well accepted that WOM impact the receivers of social information, however there has been far less research to understand its effect on the information providers. How might the process of providing a product rating affect one’s subsequent behavior? For example, will product reviewers behave differently if they offer their rating score on a 2-pt vs. on a 5-pt rating scale?

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Rating with confidence : how rating scales affect future wom behavior

Abstract

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