Trust in Recommendations: Applying the Base-Rate Paradigm to Surrogation Vs. Simulation

Hang Shen, University of California Riverside, USA
Ye Li, University of California Riverside, USA
Consumers increasingly depend on online reviews to inform purchase decisions; yet, Gilbert et al. (2009) find that people avoid surrogation information despite its reliability for affective forecasting. We posit that the perceived diagnosticity of the surrogate’s rating determines how much people rely on and use surrogation.
[ to cite ]:
Hang Shen and Ye Li (2013) ,"Trust in Recommendations: Applying the Base-Rate Paradigm to Surrogation Vs. Simulation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.