Trust and Reputation in the Sharing Economy: the Role of Personal Photos in Airbnb

Eyal Ert, The Hebrew University, Israel
Aliza Fleischer, The Hebrew University, Israel
Nathan Magen, The Hebrew University, Israel
Review-scores in Airbnb are indistinguishable as all hosts receive maximal values. This paper shows that guests rely instead on the host’s photo as communicating trustworthiness. Sellers who their personal photo is perceived as more trustworthy charge higher listing price, and have higher probability to be booked.
[ to cite ]:
Eyal Ert, Aliza Fleischer, and Nathan Magen (2015) ,"Trust and Reputation in the Sharing Economy: the Role of Personal Photos in Airbnb", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 518-519.