20-A: a Taste of Discrimination: a Study on Consumer Reviews on Yelp

Chao Yu, Cornell University, USA
Drew Margolin, Cornell University, USA
Xian Wang, Tsinghua University, China
This paper reveals an asymmetric-discriminative pattern in consumers’ online evaluation-making mechanism. We examine how consumers from different social classes discriminate in evaluations on Yelp. A multi-level random-effect model shows discrimination exits in consumers’ favorable reviews to outgroups, but this effect does not hold for negative evaluations.
[ to cite ]:
Chao Yu, Drew Margolin, and Xian Wang (2017) ,"20-A: a Taste of Discrimination: a Study on Consumer Reviews on Yelp", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1070-1070.