Translation Errors in the Aggregation of Consumer Recommendations

Boris Maciejovsky, Massachusetts Institute of Technology, USA
David V Budescu, University of Illinois at Urbana-Champaign, USA
There has been a substantial increase of websites providing consumers with information about products and services. This information is usually presented in the form of verbal reviews and numerical ratings. It is assumed implicitly that consumers can integrate adequately the information across the two presentation modes (verbal and numerical). Research on compatibility effects between stimulus and response formats, however, suggests that preference consistency is higher (lower) in cases of compatible (non-compatible) formats, implying that information aggregation across the two modes is inefficient. The results of two experiments confirm this conjecture. Decision makers are not aware of this effect.
[ to cite ]:
Boris Maciejovsky and David V Budescu (2009) ,"Translation Errors in the Aggregation of Consumer Recommendations", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 693-693.