Rating With Confidence: How Rating Scales Affect Future Wom Behavior

Yu-Jen Chen, Lingnan University, Hong Kong
David Godes, University of Maryland, USA
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.
[ to cite ]:
Yu-Jen Chen and David Godes (2014) ,"Rating With Confidence: How Rating Scales Affect Future Wom Behavior", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 430-431.