Rating With Confidence: Rating Certainty and Word-Of-Mouth Behavior

Yu-Jen Chen, University of Maryland, USA
David Godes, University of Maryland, USA
We study the link between rating a product and subsequent word-of-mouth (WOM). We introduce a construct called “rating certainty,” which reflects the rater's belief that her rating captures accurately her utility, and demonstrate that it impacts WOM. We also demonstrate that the rating scale may impact rating certainty and WOM.
[ to cite ]:
Yu-Jen Chen and David Godes (2012) ,"Rating With Confidence: Rating Certainty and Word-Of-Mouth Behavior", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 228-231.