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)Abstractspeer-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
    CountryUnited States
    CityBaltimore
    Period1/10/141/10/14
    OtherACR

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