Abstract
Rating scale adopted by firms affects raters' likelihood of sending subsequent word-of-mouth. We show that subsequent WOM
intentions are higher when participants evaluate on a 5-point scale than on a 2-point one. We propose a new construct – “rating
certainty” – which reflects raters' certainty belief regarding the score, to explain this.
intentions are higher when participants evaluate on a 5-point scale than on a 2-point one. We propose a new construct – “rating
certainty” – which reflects raters' certainty belief regarding the score, to explain this.
Original language | English |
---|---|
Title of host publication | NA - Advances in Consumer Research |
Editors | June COTTE, Stacy DULUTH |
Pages | 430-431 |
Volume | 42 |
Publication status | Published - 2014 |
Event | Association for Consumer Research - United States, Baltimore, United States Duration: 1 Oct 2014 → 1 Oct 2014 |
Conference
Conference | Association for Consumer Research |
---|---|
Country/Territory | United States |
City | Baltimore |
Period | 1/10/14 → 1/10/14 |
Other | ACR |