Swayed Away By Numbers: When Consumers Overweight the Review Counts in Their Decisions

Jared Watson, University of Maryland, USA
Anastasiya Pocheptsova, University of Maryland, USA
Michael Trusov, University of Maryland, USA
We investigate how the number of online product reviews affects consumer behavior. We find that most online retailers feature a small review count, and that consumers are more likely to defer purchase or choose the suboptimal alternative when viewing a choice set with a small review count.
[ to cite ]:
Jared Watson, Anastasiya Pocheptsova, and Michael Trusov (2015) ,"Swayed Away By Numbers: When Consumers Overweight the Review Counts in Their Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: `-286.