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

Yu-Jen CHEN; David GODES

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

Yu-Jen CHEN
, David GODES

Lingnan University

Research output: Book Chapters | Papers in Conference Proceedings › Conference (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 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

Access to Document

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

Cite this

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title = "Rating with Confidence: Rating Certainty and Word-of-Mouth Behavior",

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.",

author = "Yu-Jen CHEN and David GODES",

year = "2014",

language = "English",

volume = "42",

pages = "430--431",

editor = "June COTTE and Stacy DULUTH",

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T1 - Rating with Confidence: Rating Certainty and Word-of-Mouth Behavior

AU - CHEN, Yu-Jen

AU - GODES, David

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AB - 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.

M3 - Conference (Extended Abstracts)

VL - 42

SP - 430

EP - 431

BT - NA - Advances in Consumer Research

A2 - COTTE, June

A2 - DULUTH, Stacy

T2 - Association for Consumer Research

Y2 - 1 October 2014 through 1 October 2014

ER -

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

Abstract

Conference

Access to Document

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Cite this