Rating with Confidence: Rating Certainty and Word-of-Mouth Behavior

Yu-Jen CHEN, David GODES

Research output: Book Chapters | Papers in Conference ProceedingsConference (Extended Abstracts)peer-review

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.
Original languageEnglish
Title of host publicationNA - Advances in Consumer Research
EditorsJune COTTE, Stacy DULUTH
Pages430-431
Volume42
Publication statusPublished - 2014
EventAssociation for Consumer Research - United States, Baltimore, United States
Duration: 1 Oct 20141 Oct 2014

Conference

ConferenceAssociation for Consumer Research
Country/TerritoryUnited States
CityBaltimore
Period1/10/141/10/14
OtherACR

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