Identity Cues in Product Rating Distributions? the Role of Self-Concept Clarity in Consumer Preferences

Bella Rozenkrants, Stanford University, USA
S. Christian Wheeler, Stanford University, USA
Baba Shiv, Stanford University, USA
Online retailers often aggregate consumer product reviews into rating distributions. We show evidence that consumers with low self-concept clarity are drawn to bimodal distributions because these products are more identity defining.
[ to cite ]:
Bella Rozenkrants, S. Christian Wheeler, and Baba Shiv (2012) ,"Identity Cues in Product Rating Distributions? the Role of Self-Concept Clarity in Consumer Preferences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 288-292.